AB InBev and Live Nation UK Partner Across Venues, Festivals, and Outdoor Shows

The marriage of music and beer is a harmonious one, especially in the UK. A new partnership between AB InBev’s beer and cider portfolio and Live Nation UK’s venues, festivals, and outdoor shows will cement the companies' long-standing global relationship even further, and on an unprecedented scale.

The partnership reflects the evolving nature of live music experience in the UK today with four in five fans saying that concerts are now the way they opt to celebrate big life events. Data from Live Nation and AB InBev shows UK fans are twice as likely to try new drinks at concerts and festivals while 90% of fans choose beer or cider at live music events and 84% say beer and cider brands are a natural fit at these events.

“Live music culture runs deep in the UK – it’s part of our DNA, and it’s more influential than ever. A recent Live Nation global survey of 40,000 fans shows that live music has officially taken the top spot as the UK’s favourite form of entertainment, ranking above sports, film and streaming,” says Jim Campling, president UK marketing partnerships, Live Nation UK.

“For British fans, however, live music is so much more than a fun night out, he continues. “People build their lives around it; 86% say music is a core part of who they are and more than four in five say going to gigs is their go-to way to celebrate life’s big moments. Live music marks life milestones, shapes identity and brings people together, bridging generations and connecting audiences across borders. When a fan buys a ticket, they’re creating community and culture. Live music is where passion, loyalty and influence collide – creating a powerful space for brands like AB InBev to build genuine connections with fans.”

For AB InBev, the opportunity is huge, spanning “Academy venues, heritage outdoor shows, and some of the most culturally influential festivals in the country. The level of integration makes it one of the most comprehensive drinks partnerships in UK live music, and the perfect opportunity for our brands to be present during the moments that matter most,” comments Adrien Mahieu, vice president commercial Europe, AB InBev.

The two partners will approach the collaboration through “consumer-centricity, consistency, and cultural relevance,” Adrien says, while success will mean “delivering memorable experiences for music fans, bringing them that front row feeling wherever they are.”

Jim echoes the sentiment: "Our partnership with AB InBev starts and ends with the fans. It’s about enhancing their live music experience in a way that’s authentic to the unique culture of each festival, venue and show. This shared commitment to creating unforgettable experiences is what makes this partnership both strategically strong and meaningful.”

Proprietary research and data are the foundation of the partnership and this “helps us understand what motivates fans at every stage of their live music journey – from discovery and planning to the live experience and reliving the moment afterwards. These insights ensure that every AB InBev touchpoint across our festivals, outdoor shows and venues, as well as our digital channels, is designed to add meaningful value for fans,” Jim adds.

While AB InBev’s drinks portfolio is vast, Budweiser will be the leading brand in the partnership with Adrien noting that “it has been a symbol of celebration in music for more than a century and continues to strengthen its presence on the world’s biggest stages.”

“With Budweiser at the forefront, brands including Corona, San Miguel and Stella Artois will be thoughtfully matched to the fans and culture of each event,” adds Jim.
The teams have been busy behind the scenes thinking of creative and authentic ways to bring this to life while “collaborating across strategy, creative and fan engagement to create immersive experiences, on-trade activations and digital integrations that make great beer and cider an authentic part of the live music experience,” says Jim, and “positioning AB InBev’s brands right at the heart of the UK’s thriving live music culture.”

How will the two mega brands measure success? Live Nation takes a 360-degree approach “across the full live experience and fan journey, combining on-site and digital engagement measurement to understand how fans engage before, during, and after each event,” Jim explains. “This approach allows us to evaluate partnerships with our partners not just by reach, but by how live experiences drive meaningful connection, engagement and business value over time.”