Brooklyn Pilsner
announced as the Official Beer of Glastonbury Festival.
Brooklyn Brewery
will be giving away two general admission tickets to the sold-out event. The lager will be serving in co-branded cups featuring the iconic logo, doodles and unmistakeable bright yellow livery.
Key Highlights:
* Up to 138,000 festival goers a day could be drinking beer at Glastonbury Festival.
* The heavyweight investment could see the sessionable premium world beer in the hands of up to 138k festivalgoers.
*
Brooklyn Pilsner
has quickly proved broad
UK
appeal and is available in 1,500 leading hospitality distribution points across the
UK
.
* This partnership sits alongside a multi-million-pound national marketing campaign backing
Brooklyn Pilsner
this year.
Original Press Release:
May 3
--
Carlsberg Group
issued the following news release:
- Announcement comes as brand launches new festival friendly 440ml can.
Brooklyn Brewery
is rounding off a supercharged first year for its popular new Pilsner by becoming the Official Beer of Glastonbury Festival, the largest greenfield music and performing arts event in the world. The brewery has also secured headline serving appearances at a host of other popular summer festivals.
The heavyweight investment could see the sessionable premium world beer in the hands of up to 138,000 Glastonbury Festival goers a day, driving mass trial and awareness of this new lager. A festival that encourages and stimulates culture around the world, the synergies are clear with
Brooklyn Brewery
guided by values of creativity, diversity, and inclusivity.
To celebrate becoming the official beer of Glastonbury,
Brooklyn Brewery
will be giving away two general admission tickets to the sold-out event, with consumers able to enter the competition via the brewery’s
UK
social channels this week by commenting.
Bars located across the expansive Glastonbury Festival will be serving up Brooklyn Brewery’s
Brooklyn Pilsner
throughout the five-day event, delighting Festival goers as the ultimate summer festival refreshment thanks to its crisp, bright, and refreshing taste.
Drinks purchased at the Festival will be served in co-branded
Brooklyn Pilsner
cups featuring the iconic logo, doodles, and unmistakeable bright yellow livery - set to be a symbol of festivals this year.
Brooklyn Brewery
will launch new 440ml cans of
Brooklyn Pilsner
to the off-trade, available in ASDA and Co-op from
May 2023
, joining its line-up of single 660ml bottle, 12 x 330ml bottle, and 6 x 330ml can formats. The new can is the perfect format for those packing to attend or those viewing from home.
Brooklyn Pilsner’s bold packaging creates standout on shelves, with clear cues about its sessionable drinkability and refreshment. Driving awareness of the beer outside of the Festival will match the activity happening inside it, with promotion of at-home Glastonbury viewing sessions encouraged by the brand through additional marketing activity.
John Clements
, Vice President Marketing at
Carlsberg Marston's Brewing Company
says, “Becoming the Official Beer of Glastonbury in one year since launch is a great achievement for the brand. This flavourful, accessible, and sessionable lager, is a great tasting, refreshing and premium option with natural alignment to the festival season.
“Headlining Glastonbury Festival is the ultimate way to round off a year of success, having surpassed all initial targets, and with growing ambition and investment set to amplify the lager further. We look forward to bringing Pilsner to new audiences across the
UK
- both for those attending the Festival, and for those viewing at home,” adds Clements.
Brooklyn Pilsner
has quickly proved broad
UK
appeal and is available in 1,500 leading hospitality distribution points across the
UK
including Young’s, Revolution Marston’s Pubs and Bars and
Greene King
, with 11,000 off-trade distribution points nationwide in major retailers such as Tesco,
Waitrose
, Sainsbury’s, Co-op and ASDA.
Brooklyn Brewery
, part of the Carlsberg Marston’s
Brewing Company
portfolio, extended its reach into the premium world category last year with the launch of
Brooklyn Pilsner
, and is set to drive popularity with ongoing increased investment behind the fastest growing premium lager in the brand’s national portfolio.
This partnership sits alongside a multi-million-pound national marketing campaign backing
Brooklyn Pilsner
this year, including on and off-trade POS, VOD, OOH, PR, social and digital advertising, partnerships, and experiential activations to drive consumer awareness and sales.
Glastonbury Festival 2023 will take place between 21 and 25 June, with acts including Arctic Monkeys, Guns N' Roses,
Elton John
, Lizzo,
Lana Del Rey
and Yusuf /
Cat Stevens
.
Source:
Carlsberg Group
[Category: Brewers, Events]