Live music events are set to take place at venues around the UK as part of a new campaign for Budweiser beer.

For the first time, the AB InBev brand will be building the association between lager and music at nine locations during October. Acts include The Wombats (pictured), Twin Atlantic, and Krept and Konan.

At each venue, in-bar activity will include branded items such as LED Budweiser cups and “Bowtie Equalisers” – a Budweiser-branded digital display that reacts to sound and light on the beat of the music.

The gigs are part of a wider music-themed campaign, also running in the off-trade, which comes out of the brand’s Global Music Series. It aims to drive the brand’s association with music in “new and innovative ways”.

Isabelle Maratier, senior brand manager for Budweiser, said: “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.”

Live music events
Glasgow: QMU, October 6
Edinburgh: Liquid Room, October 7
Leeds: The Warehouse, October 10
Manchester: Old Granada Studios, October 13
Birmingham: Q Club, October 14
Cardiff: Splott Warehouse, October 16
Bristol: The Fleece, October 19
Brighton: The Haunt, October 21
Southampton: The Switch, October 22

Details of tickets at www.budweiserliveproject.co.uk.

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