Live deal brings Tuborg to the Nation

01 June, 2007

Carlsberg has signed a deal with music festival organiser Live Nation to make Tuborg its official beer.

The arrangement gives Tuborg exclusive rights to events including Download Festival, 02 Wireless Festival, Hard Rock's Hyde Park Calling, Global Gathering and Escape into the Park, as well as other concerts and sports events.

It can also run joint marketing campaigns and give customers access to "money can't buy" tickets and other activities.

Marketing director Darran Britton said: "The partnership with Live Nation is a fantastic opportunity and provides the perfect platform for Tuborg's exciting launch in the UK. It reinforces the long association Tuborg has with great music and entertainment across Europe, and will establish Tuborg as the definitive beer brand for concert goers."




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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