Budweiser releases beer ‘pumped with dance music’

04 August, 2016

Cans of Budweiser with added electronic dance music from DJ and producer Tiësto are to go on sale in Asda and Spar.

The limited edition batch of beer was made when Budweiser took a tanker of beer into the Tomorrowland festival in Belgium and “pumped Tiësto’s music, and the energy of the fans” into it, according to AB-Inbev.

The process took place to celebrate a new track released by the artist in collaboration with the beer brand this summer, called Infected and said by the brand to represent “a shared belief that music has the ability to infect the soul”.

Steph Okell, marketing manager for Budweiser UK, said: “We wanted to bring the epic Tomorrowland experience back to fans in the UK with a limited edition brew that truly captures the passion of music lovers and the energy of Tiësto’s music in every can.”

Budweiser has a three-year sponsorship deal with the festival.




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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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