Beck's has teamed up with The Chemical Brothers and rising Scottish star Calvin Harris in a promotion that builds on its 20-year association with contemporary art.
Beck's Fusions will offer 5,000 pairs of tickets for concerts in London, Dublin, Manchester and Glasgow in September. The competition will feature on the back labels of Beck's in six, 20 and 24-packs and on 20-packs of Beck's Vier.
POS material will be available to some 9,000 retailers.
The Beck's Fusions Experience will be open to the public free leading up to the main performances. It is described as a "unique interactive pod, purpose-built to host dynamic audio-visual installations created especially for the event by hand-picked artists and musicians".
More than 500,000 people are expected to attend the event over three days before the pod moves to the next venue.
Beck's marketing manager Richard Ingram said the promotion would "push back the boundaries of music and art" as well as help Beck's build upon its solid performance since moving to the InBev UK stable.
Take-home volumes are up 69 per cent in the year to Feb 24, according to Nielsen figures.
"As well as the events themselves, we're building awareness of the Beck's family of brands with the on-pack promotion, encouraging trial with sampling at the event plus online support afterwards," he said.
The project is being run in partnership with the Institute of Contemporary Art and replaces the Beck's Futures scheme which showcased new artistic talent.
National press and outdoor advertising will support the promotion.
Beck's Fusions schedule
Sept 6: London Trafalgar Square - Chemical Brothers and United Visual Artists
Sept 12: Dublin Meeting House Square - Calvin Harris
Sept 22: Manchester Urbis - Calvin Harris
Sept 29: Glasgow Old Fruit Market - Calvin Harris