Announcement comes as brand launches new festival friendly 440ml can and gets ready to launch new Brooklyn-inspired glassware into the on-trade.
Brooklyn Brewery is rounding off a supercharged first year for its popular new Pilsner by becoming the Official Beer of Glastonbury Festival, the largest greenfield music and performing arts event in the world. The brewery has also secured headline serving appearances at a host of other popular summer festivals.
The heavyweight investment could see the sessionable premium world beer in the hands of up to 138,000 Glastonbury Festival goers a day, driving mass trial and awareness of this new lager. A festival that encourages and stimulates culture around the world, the synergies are clear with Brooklyn Brewery guided by values of creativity, diversity, and inclusivity.
To celebrate becoming the official beer of Glastonbury, Brooklyn Brewery will be giving away two general admission tickets to the sold-out event, with consumers able to enter the competition via the brewery’s UK social channels this week by commenting.
Bars located across the expansive Glastonbury Festival will be serving up Brooklyn Brewery’s Brooklyn Pilsner throughout the five-day event, delighting Festival goers as the ultimate summer festival refreshment thanks to its crisp, bright, and refreshing taste.
Drinks purchased at the Festival will be served in co-branded Brooklyn Pilsner cups featuring the iconic logo, doodles, and unmistakable bright yellow livery - set to be a symbol of festivals this year.
In the lead-up to the Festival, Brooklyn Brewery will launch its latest glassware to the on-trade. Bringing a taste of its namesake borough to UK pubs, the new glassware will be available in pint and half pint formats and made from super premium, weighted glass with a cityscape narrative of NYC around the base.
Brooklyn Brewery will also launch new 440ml cans of Brooklyn Pilsner to the off-trade, available in ASDA and Co-op from May 2023, joining its line-up of single 660ml bottle, 12 x 330ml bottle, and 6 x 330ml can formats. The new can is the perfect format for those packing to attend or those viewing from home. Brooklyn Pilsner’s bold packaging creates standout on shelves, with clear cues about its sessionable drinkability and refreshment.
Brooklyn Pilsner’s refreshed on-trade glassware and bold packaging creates standout on bars and taps, with clear cues about its sessionable drinkability.
Driving awareness of the beer outside of the Festival will match the activity happening inside it, with promotion of at-home Glastonbury viewing sessions encouraged by the brand through additional marketing activity.
John Clements, Vice President Marketing at CMBC says, “Becoming the Official Beer of Glastonbury in one year since launch is a great achievement for the brand. This flavourful, accessible, and sessionable lager, is a great tasting, refreshing and premium option with natural alignment to the festival season.
“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. We look forward to bringing Pilsner to new audiences across the UK - both for those attending the Festival, and for those viewing at home,” adds Clements.
Brooklyn Pilsner has quickly proved 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, part of the Carlsberg Marston’s Brewing Company portfolio, extended its reach into the premium world category last year with the launch of Brooklyn Pilsner, and is set to drive popularity with ongoing increased investment behind the fastest growing premium lager in the brand’s national portfolio.
This partnership sits alongside a multi-million-pound national marketing campaign backing Brooklyn Pilsner this year, including on and off-trade POS, VOD, OOH, PR, social and digital advertising, partnerships, and experiential activations to drive consumer awareness and sales.
Glastonbury Festival 2023 will take place between 21 and 25 June, with acts including Arctic Monkeys, Guns N' Roses, Elton John, Lizzo, Lana Del Rey and Yusuf / Cat Stevens.