AB InBev Expands Its Presence Across Live Music in the UK
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AB InBev is now the exclusive beer and cider partner across Live Nation UK, spanning festivals, venues, and outdoor shows nationwide.
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The partnership covers more than 20 major UK festivals and all Academy Music Group venues, including Pepsi MAX presents Reading & Leeds Festival, Pepsi MAX presents TRNSMT, and Academy Music Group venues nationwide, extending across both seasonal and year-round live music experiences.
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While exclusive to the UK, the expansion builds on a long-standing global partnership, reinforcing AB InBev’s presence at live music moments and strengthening its connection with fans of legal drinking age.
From Festival Fields to City Stages
The expanded partnership between AB InBev and Live Nation UK spans more than 20 festivals, including Pepsi MAX presents Reading & Leeds Festivals, Pepsi MAX presents TRNSMT, and Rockstar Energy presents Wireless Festival, as well as outdoor shows including Glasgow Summer Sessions and TK Maxx presents Lytham Festival. Fans plan their summers around these events year after year.
But it’s not limited to headline weekends. AB InBev will also activate across Academy Music Group venues nationwide, from O2 Academy Brixton to O2 Shepherd’s Bush Empire, extending that presence into the rooms where fans experience live music week after week, all year long.
Together, these touchpoints make this one of the most comprehensive beverage partnerships in UK live music, connecting festivals, outdoor shows, and year-round venues. As AB InBev’s Global CMO Marcel Marcondes explains:
Built With Fans In Mind
Concerts and festivals are where fans mark big moments — the shows they plan trips around, return to every year, and remember long after the lights come up. Fans shaped how this partnership comes to life, from the brands that show up to how they’re experienced at each show.
More than 4 in 5 UK fans say concerts are their go-to way to celebrate life’s biggest moments
UK fans are twice as likely to try new drinks at concerts and festivals
of UK fans choose beer or cider at live music events
say beer and cider brands are a natural fit in live music environments
Familiar Brands, Thoughtfully Matched
AB InBev’s portfolio, including Budweiser, Corona, Stella Artois, and San Miguel, gives the partnership room to flex across different audiences and genres, with beverage lineups curated to match the energy and culture of each event.
