The Anheuser-Busch brewery is putting on a Budweiser-branded music tour in the UK this summer, in a move which takes the brewer outside its normal marketing channels.
The drinks company is also funding and promoting a series of US-themed rock gigs in city centres from May until a finale on July 4, marking American Independence Day.
Artists such as James Brown, Grand Master Flash and Junior Vasco are included in the line-up. This is understood to be the first time a brewery has organised a music event, but sponsorship is common.
Although the concerts will promote the main Budweiser lager, they will also coincide with the company’s launch of a new range of branded clothing – both denim and sports wear. Anheuser-Busch is the first brewer to launch a full clothing range (MW January 31).
Budweiser’s premium-priced jeans and basketball themed clothing range will be distributed in leading fashion and sports retailers and aimed at 18- to 24-year-old males – the brand’s core consumers.
Budweiser is the biggest selling premium packaged lager in the UK. A spokesman for the company confirmed plans for the music tour.