Budweiser releases beer ‘pumped with dance music’

04 August, 2016

Cans of Budweiser with added electronic dance music from DJ and producer Tiësto are to go on sale in Asda and Spar.

The limited edition batch of beer was made when Budweiser took a tanker of beer into the Tomorrowland festival in Belgium and “pumped Tiësto’s music, and the energy of the fans” into it, according to AB-Inbev.

The process took place to celebrate a new track released by the artist in collaboration with the beer brand this summer, called Infected and said by the brand to represent “a shared belief that music has the ability to infect the soul”.

Steph Okell, marketing manager for Budweiser UK, said: “We wanted to bring the epic Tomorrowland experience back to fans in the UK with a limited edition brew that truly captures the passion of music lovers and the energy of Tiësto’s music in every can.”

Budweiser has a three-year sponsorship deal with the festival.




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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