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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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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