UK: Portuguese beer Sagres lines up music sponsorship

03 April, 2009

UK: Portuguese lager Sagres has announced a music festival partnership in Brighton. 

UK: Portuguese lager Sagres has announced a music festival partnership in Brighton.  

Sagres will sponsor the Beachdown Festival, with the aim of bringing some Lisbon sunshine and heritage to the event.
The event takes place across the August Bank holiday in the South Downs and features an extensive line-up of music and entertainment.

Acts scheduled to appear on the four stages include Grace Jones, St Etienne, Super Furry Animals and The Zutons.
In addition, to the sponsorship of the Beachdown Festival, Sagres will also be involved with the Brighton Fringe Festival, a mini music festival during the May Bank Holiday and also live music events at the Camden Centre, London where some of the bands scheduled to play at Beachdown will play fortnightly from mid April.  

Lucy Henderson, brand manager – Sagres at S&N UK said: “The tie- up with Beachdown Festival will significantly enhance Sagres’ visibility amongst its core market and presents us with a great opportunity to build on the success that the brand has achieved to date.” 

Sagres is available exclusively through S&N UK in 330ml bottles and on draught and has just been launched into the off trade in 4 pack.  He brand commands a 50% share of the beer market in Portugal.





Comment

Christian Davis

Drinking Danishly

So, Danish brewer is spending £15m on revitalising its flagship Carlsberg Export brand (see news story) and at the core of activity is emphasising the company’s Danish origins.

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