Carlsberg UK has signed an exclusive four year deal with Glastonbury Festival to become the event's "official beer" until 2011.
The agreement gives Carlsberg exclusive supply rights to over 22 bars at the festival as well as for promotional activity. The world famous festival that attracts up to 175,000 people, runs from June 22 to 24 this year.
Carlsberg UK, marketinCarlsberg UK has signed an exclusive four year deal with Glastonbury Festival to become the event's "official beer" until 2011.
The agreement gives Carlsberg exclusive supply rights to over 22 bars at the festival as well as for promotional activity. The world famous festival that attracts up to 175,000 people, runs from June 22 to 24 this year.
Carlsberg UK, marketing director Darran Britton said: "This truly is a fantastic partnership between one of the world's leading beer brands and the best known music festival around. This combination creates a unique position for Carlsberg to deliver motivational promotions for our drinkers."
Carlsberg will be able to offer their drinkers unique access to ticket and event led promotions. This includes an opportunity to win VIP tickets to Glastonbury through pubs and clubs.
Glastonbury Festival organiser Michael Eavis said: "Something very important for Glastonbury is beer! Carlsberg will be the only supplier of beer at the festival but additionally bring a great "fit" with the festival ethos. They have a Code of Responsible Management, which governs their behaviour in all business relations, and dedicated programmes within areas of particular relevance to the beverage and festival business, such as their Environmental Policy and Beer Awareness."