AB InBev has entered into an exclusive partnership with Live Nation Entertainment, making the brewing company the sole beer and cider provider at all Live Nation properties in the United Kingdom. This agreement covers a wide range of festivals, venues, and outdoor shows across the country.
Under this partnership, AB InBev’s brands such as Budweiser, Corona, San Miguel, and Stella Artois will be available to millions of music fans who are of legal drinking age. The arrangement includes major events like Pepsi MAX presents Reading & Leeds Festival and Scotland’s largest music event, Pepsi MAX presents TRNSMT. Other covered events include Glasgow Summer Sessions and TK Maxx presents Lytham Festival. Additionally, AB InBev will have a presence at more than 20 festivals and throughout all Academy Music Group venues, including O2 Academy Brixton and O2 Shepherd’s Bush Empire in London.
“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. “Beer is the perfect choice for live music experiences because it’s the beverage of moderation and socialization. With this new chapter in our long-standing partnership with Live Nation, our brands will have even more occasions to create unforgettable experiences for music fans.”
AB InBev and Live Nation have worked together globally for many years at various music events across North America, Europe, Latin America, and Asia. This UK-focused deal builds on their established relationship by offering more opportunities for legal-age fans to enjoy live entertainment together.
“AB InBev has been an incredible partner to music fans around the world across many Live Nation venues and festivals,” said Russell Wallach, Live Nation’s Global President of Media & Sponsorship. “The U.K. has some of the world’s most passionate live music fans and legendary festivals. Live music culture runs deep here, and together, we’re committed to making those experiences even better for fans.”
Both companies plan to work closely on strategy, creative initiatives, and fan engagement activities that integrate beer and cider into live music settings authentically. Budweiser will play a leading role in these efforts by leveraging its history in supporting live music events. Fans can expect curated beverage selections as well as immersive experiences both onsite at events and through digital channels.
Although this agreement is specific to the UK market, it further strengthens the global collaboration between AB InBev and Live Nation aimed at enhancing experiences for music audiences worldwide.
