DANISH brewer Carlsberg has signed an extended five-year deal with entertainment firm Live Nation that will see it sponsor some of the UK’s biggest music festivals.
Under the new agreement, the brewing giant, whose portfolio includes Carlsberg, Carlsberg Export and Somersby Cider, will have sponsorship and official supplier rights for Live Nation’s festivals, venues and Academy Music Group venues throughout the UK.
Additionally, Carlsberg and Somersby Cider will become the ‘official beer’ and ‘official cider’ at Live Nation’s festival events; these include newly-launched TRNSMT, which takes place in Glasgow this July, as well as Latitude, Wireless, Virgin V Festival, Creamfields and Download, which take place elsewhere in the UK.
Liam Newton, vice president of marketing at Carlsberg UK, said the partnership with Live Nation is “another step towards revitalising the Carlsberg brand in the UK”.
“We know that festivals and live music connects with millennials and through our planned festival activations and innovative digital plans, we will find multiple ways for our beer and cider brands to engage music-lovers,” he said.
News of the Live Nation deal came as Carlsberg launched a new marketing campaign.
We will find multiple ways for our beer and cider brands to engage music-lovers.
The Danish Way activity is intended to highlight the beer’s Danish roots and will include TV and cinema ads as well as digital and social media activity.
The TV ad features Danish actor Mads Mikkelsen, who plays the role of a modern-day Danish philosopher pondering the secrets to his nation’s happiness as he cycles through the streets of Denmark.
As part of the campaign, a trade marketing drive will encourage consumers to photo-scan ‘shazamable’ Carlsberg Export branding on items such as special on-trade coasters to be in with a chance of winning Danish-inspired prizes, including a trip for two to Copenhagen.
Newton said the activity is designed to reflect Carlsberg’s “rich history and Danish provenance”.
“Some consumers see mainstream lagers as interchangeable, and we know from extensive research that it’s incredibly important for them to be aware of the heritage of the individual brands they consume,” he said.
“We want our campaign to celebrate our Danish origins and bring new meaning to the iconic ‘probably’ line.”