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Brands & Merch
Carlsberg renews Live Nation deal
By Chris Cooke | Published on Tuesday 20 August 2013
Tuborg will remain the official lager at Live Nation promoted festivals in the UK, including Download, Wireless and Creamfields, after brewer Carlsberg signed a new five year deal with the live music major. Under the new arrangement Somersby Cider will also become the official cider at said events too.
The deal also covers events organised by Live Nation subsidiary Festival Republic, and venues operated by the live firm, including the Manchester Apollo, Southampton Guildhall and the Academy Music Group venue network.
Carlsberg UK’s man in charge of festival and event partnerships, Nigel Bryant, had this to say about the new deal: “This new deal will position Tuborg as the leading UK festival lager and also provides a high-profile platform to drive awareness and trial of Somersby Cider which has an important role to play in our beer and beverage portfolio”.
Now, drink carefully kids.
