Tuborg to sponsor more music festivals

11 April, 2008

Carlsberg's Tuborg brand is to be the official beer at the Reading and Leeds music festivals for the next three years.

Tuborg is to be the official beer at the Reading and Leeds music festivals for the next three years.

Carlsberg signed the deal with organiser Festival Republic to build on Tuborg's existing link with music events. The brand is already official beer sponsor of the 02 Wireless Festival, Download Festival, Hard Rock Calling, Global Gathering and Escape into the Park.

Gareth Roberts, head of sponsorship and media at Carlsberg UK, said: "These are fantastic music events for the Tuborg brand to establish its ‘official beer’ status and continue to build on its music credentials in the UK.”

“We are looking forward to working closely with Festival Republic and being part of a unique and fun experience for the music fans visiting the events over the next three years”.




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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 – which makes it especially galling that we spend so much time divided over it.

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