Brooklyn Pilsner, a product of Brooklyn Brewery, has been declared the ‘Official Beer of Glastonbury Festival’ a mere year after its initial release. This partnership is expected to bring the beer brand to the attention of up to 138,000 festival attendees each day.
Glastonbury is known to foster and promote global cultural diversity, aligning with Brooklyn Brewery’s ethos of creativity, diversity, and inclusivity. As the festival’s official beer, Brooklyn Pilsner will be available at bars throughout the expansive festival site, catering to attendees over the five-day event.
To mark the occasion, Brooklyn Brewery will be offering two general admission tickets to sold-out Glasto via a competition on their UK social media channels. The announcement brings the total number of ongoing competitions offering Glastonbury 2023 tickets to five, with the other four hosted by GWR, National Express, Tony’s Chocolonely & Oxfam, and Brothers Cider.
Festival drinks will be served in co-branded Brooklyn Pilsner cups, prominently featuring the brand’s logo and distinctive bright yellow colours. In addition, the brand will launch 440ml cans of Brooklyn Pilsner in ASDA and Co-op from May 2023, supplementing their existing range of 660ml bottles and 330ml cans.
The brand’s ambitious marketing strategy also includes the promotion of at-home Glastonbury viewing sessions, as part of its efforts to raise awareness of the beer outside of the festival.
John Clements, Vice President of Marketing at Carlsberg Marston’s Brewing Company, celebrated the achievement, stating, “Becoming the Official Beer of Glastonbury in one year since launch is a great achievement for the brand.” He added that “Headlining Glastonbury Festival is the ultimate way to round off a year of success, having surpassed all initial targets, and with growing ambition and investment set to amplify the lager further.”
According to an official statement, Brooklyn Pilsner “has quickly proven a broad UK appeal and is available in 1,500 leading hospitality distribution points across the UK including Young’s, Revolution Marston’s Pubs and Bars and Greene King, with 11,000 off-trade distribution points nationwide in major retailers such as Tesco, Waitrose, Sainsbury’s, Co-op and ASDA”.
Brooklyn Brewery is part of the Carlsberg Marston’s Brewing Company portfolio. After its successful entry into the premium world beer category with the launch of Brooklyn Pilsner last year, the company plans to further boost the beer’s popularity with increased investment.
The partnership with Glastonbury is part of a multi-million-pound national marketing campaign supporting Brooklyn Pilsner, which includes point-of-sale promotions, video-on-demand, out-of-home advertising, PR, social and digital advertising, partnerships, and experiential activations to boost consumer awareness and sales.
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