AB InBev’s Corona, the UK’s fastest-selling lager brand, has announced its involvement in a number of music events over the summer.
In addition to its own SunSets Festival at Greenwich Peninsula on 30 July, the beer brand will also be partnering with festivals including Lovebox and Citadel, where it will have its own stage of ‘chilled beach tunes, upbeat melodic and deep house music’.
Started in 2002, Lovebox will this year take place on 15 and 16 July in East London’s Victoria Park, hosting a line-up of artists on the Corona stage, including Nightmares on Wax, Norman Jay MBE, Crazy P Soundsystem, Krystal Klear, The Reflex, and PBR Streetgang.
Citadel – in its second year – will be held the next day (17 July), also in Victoria Park, with the Corona stage making its debut. Honne, Friendly Fires, Kindess, Cal Jader and Spiritual South are set to be among the acts.
“We want to remind people to take a step back from their busy lives, come outside and live more moments that matter,” said brand manager Andrew Milford. “At Corona, this idea is brought to life through the sunset, which has transformational powers to inspire us.
“We’re really excited to be partnering with Lovebox and Citadel and want our stage to bring friends together in a space where they can fully immerse themselves in the music and culture while enjoying the magic of the sunset moment,” Milford added.
Value sales of Corona nearly doubled in the past year to £95m, making it the UK’s fastest-selling lager brand. Sales shot up by 90.2% to £94.4m on volumes up 121.6% [IRI 52 w/e 23 April 2016] – which AB InBev credited to its “unprecedented support” of the brand after taking over distribution from Molson Coors in January 2015.
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