From beer to eternity
July 4, 2007
The music industry continues to flex its six-pack
What?: Alcohol has always had a notorious link with music, and this is never more evident than in the festival season. Some of the current campaigns vying for an inebriated audience include:
Red Stripe and Play.com are teaming up on an on-pack promotion which will give purchasers the opportunity of winning a week’s holiday on a Gibson Tour Bus in the USA.
As the official beer of Live Nation Tuborg has set up a dedicated website to promote their association with music festivals. The brand recently sponsored a stage at London’s Wireless festival and invited festival goers to photograph and post themselves to a Tuborg MySpace page.
Strongbow – as part of a £27m marketing investment – will be bringing its Strongbow Ciderhouse to a number of festivals including the isle of Wight Festival, Global Gathering, V Festival and Creamfields.
Becks and the ICA are holding a series of unique live art and music events in a specially designed interactive exhibition and performance ‘pod’. The shows include performances from Calvin Harris and The Chemical Brothers.
So what?: Music will always have a place amongst the $450bn (£225bn) global beer industry. But a shift in consumption could spark new impetuous into the marketplace.
Beer drinkers are in decline in the western world but the emerging markets in the Far East are booming. SABMiller’s Chinese beer Snow is now the company’s biggest selling brand, well ahead of its American counterparts.
With more than a third of global beer consumption set to move to Russia and China – where beer is considered a pop drink – will artists find themselves pushed to the fore in these emerging markets?
Carlsberg recently stated it could raise up to $12.7bn (£6.4bn) for acquisitions. Does it mean it intends to buy other beer companies? Or would it be more prudent to set some of that aside to buy a stake in music, thereby giving it even greater
control over its brands perception.
Comments
Got something to say?