Budweiser launches latest on and off trade music activation

Budweiser has announced that it will launch its latest music campaign in September of this year, as part of its Global Mu-sic Series. For the first time ever, Budweiser will be bringing epic music moments to venues across the UK to drive excite-ment around the wider lager category in association with music.

With the summer festival season over, Budweiser wants to extend live music opportunities by creating its own moments for fans across the country with its new campaign. This will comprise both on and off trade activity, focusing on driving music fans to share unforgettable live music events this autumn in nine venues across the UK, from Glasgow to Southampton.

Each venue has been hand-picked by Budweiser after a nationwide search to find locations with particular music heritage. At each venue, Budweiser will be activating great live music events and promotions during the autumn to offer consumers unique music experiences, and to drive the brand’s association with music in new and innovative ways.

Budweiser is partnering with each venue to further support the in-bar activity, and help increase awareness of the relationship between Budweiser and music amongst consumers. To make the events unique, Budweiser branded items will be incorporated to create even better moments for music lovers – this will include LED Budweiser cups and ‘Bowtie Equalisers’ – a Budweiser branded digital display, both specially created to react to sound and light up to the beat of the music.

For off-trade, Budweiser will be distributing cross-retail money-off coupons, redeemable against a range of Budweiser products from a single 660ml bottle up to 20 x 300ml bottle packs. The coupons will be distributed via a select number of gig guides in the venue cities chosen by Budweiser.

Isabelle Maratier, senior brand manager for Budweiser commented: “Budweiser has made a firm commitment to music in recent years, but we wanted to take our association with music to the next level this year – helping to inject excitement into the lager category around music and recognise the people whose passion fuels it all; the fans.

“Live music is a key volume driver for beer in all sectors, bringing people together for an experience often enjoyed with a pint. By partnering with authentic music venues, Budweiser wants to bring more of these epic music moments to fans, and enhance their experience in-venue. We can’t wait to bring this activation to gig-goers nationwide this autumn.”