Budweiser 66 targets festival goers this summer Back to news

16th April 2011

Anheuser-Busch InBev, the world’s largest brewer, has signed up Bud 66 to be the official beer sponsor for the ‘Run to the Sun’, ‘Creamfields’ and ‘The Warehouse Project’ music festivals to target 18-24 year olds drinkers this summer.

The sponsorship will see Bud 66, a lighter carbonation, smoother beer from Budweiser, be the official sole beer supplier at each event reaching over 175,000 young adults.

The agreement sees the brand build on its summer festival programme from last year, which supported the launch of Bud 66.

To raise awareness of the sponsorship, Bud 66 is running a recruitment campaign offering the chance to win a £10,000 “Ultimate Summer Job” to be an official beer tester assessing the temperature of the product at a number of festivals.  The recruited candidate and their friend will be driven to the festivals in a branded VW campervan and given all access passes to test the beer and meet the music artists including Grooverider, Calvin Harris and the Chemical Brothers.

The recruitment for “Ultimate Summer Job” will be supported by a PR and digital campaign, with the recruitment process taking place through the Budweiser UK Facebook presence. The recruitment process is only open to over 18s who are residents in the UK.

Iain Newell, Budweiser Marketing Director, comments:

“Bud 66 is designed for people who have high-tempo, spontaneous social lives so what better way to introduce them to the beer than by being part of an integral part of their summer festival experience.  The brand is already worth £12million in retail sales* and this activity will further raise awareness of Bud 66 to our core consumer.”



For more information and imagery on Bud 66 please contact the Budweiser press office at Mischief PR on 020 7100 9999 or


Notes to Editors

*Nielsen MAT to 16.04.2011

About Bud 66 “Ultimate Summer Job”

Over 18s only.

Terms and conditions apply and available at

Festivals are Run to the Sun, Cornwall, 27-30 May, 2011 and Creamfields, Cheshire, 27-29 August, 2011.

No actual employment relationship will be entered into. Recruitment process ends 00.00 23 May 2011.

Please enjoy Budweiser 66 responsibly.

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