Budweiser and Stella Artois beers to flow exclusively at Live Nation's UK events

Budweiser and Stella Artois brewer AB InBev will be the exclusive beer and cider partner for Live Nation in the United Kingdom, covering festivals, venues and outdoor shows.

The companies, in an announcement, said the partnership will connect AB InBev brands to millions of music fans of legal drinking age and will see AB InBev activate at more than 20 festivals and across all Academy Music Group venues, including O2 Academy Brixton and O2 Shepherd’s Bush Empire.

It will include products under the Budweiser, Corona, San Miguel and Stella Artois brands.

“Music is a universal passion point for our consumers, and our brands have been part of music culture for decades,” said Marcel Marcondes, Global Chief Marketing Officer of AB InBev.

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Russell Wallach, Live Nation’s Global President of Media & Sponsorship, meanwhile, added: “AB InBev has been an incredible partner to music fans around the world across many Live Nation venues and festivals."

The companies said they will collaborate on strategy, creative and fan engagement, with Budweiser at the forefront and brands bringing immersive experiences, on-trade activations and digital integrations for fans of legal drinking age.

The Recap

• AB InBev named exclusive beer and cider partner for Live Nation.
• Partnership covers more than twenty festivals and venues.
• Companies will collaborate on activations, strategy, creative and fan engagement.