AB InBev has announced an exclusive partnership with Live Nation UK that will make its portfolio of beer and cider brands the sole beverage provider at more than 20 festivals and all Academy Music Group venues across the United Kingdom. The deal covers high‑profile events such as the Reading & Leeds Festival, TRNSMT, Glasgow Summer Sessions, and venues including O2 Academy Brixton and O2 Shepherd’s Bush Empire.
The partnership gives AB InBev a high‑profile distribution channel that reaches millions of legal‑drinking music fans, strengthening brand visibility and driving incremental sales in a key entertainment segment. By positioning its flagship brands—Budweiser, Corona, San Miguel, Stella Artois and others—at these venues, AB InBev can deepen consumer engagement through experiential marketing and expand its presence in the live‑music arena.
The deal also represents a strategic win against competitors. AB InBev secured pouring rights from rival brewer Carlsberg, which had been the official partner for Live Nation in 2017, thereby gaining a foothold in venues that had previously been served by a competitor. In the UK, where the beer and cider market generated $32.42 billion in 2023, AB InBev’s move positions it to capture a larger share of the live‑music audience and compete more aggressively against Heineken, Molson Coors and Carlsberg.
Marcel Marcondes, Global Chief Marketing Officer of AB InBev, said the partnership “reinforces our belief that music is a universal passion point for consumers and that beer is the perfect beverage for live music experiences.” Russell Wallach, Live Nation’s Global President of Media & Sponsorship, added that the collaboration will “make the live‑music experience even better for fans across the UK.”
While the financial terms and duration of the agreement were not disclosed, the partnership is expected to generate incremental sales and brand exposure that could translate into measurable revenue growth for AB InBev’s UK operations. The deal also signals the company’s continued focus on premiumization and strategic investments in high‑return verticals, aligning with its positive outlook for 2025 and beyond.
AB InBev reported $59.8 billion in revenue for 2024, underscoring its scale and the potential impact of the Live Nation partnership on its overall performance. The company’s strong financial position, highlighted by a revised positive outlook from S&P Global Ratings in March 2025, supports its ability to invest in experiential marketing initiatives such as this partnership.
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