Brooklyn Brewery has launched new festival-friendly 440ml cans of Brooklyn Pilsner to the off-trade, to coincide with the beer’s naming as Official Beer of Glastonbury Festival.
Drinks purchased at the five-day event – the world’s largest music festival – will be served in co-branded Brooklyn Pilsner cups featuring the brand’s logo, doodles and bright yellow livery.
The Glasto partnership sits alongside a multi-million-pound national marketing campaign for Brooklyn Pilsner in 2023. The campaign seeks to drive consumer awareness and sales through a combination of on- and off-trade POS; video on demand; partnerships; out-of-home and digital advertising; and social, PR and experiential activities.
Brooklyn Brewery, part of the Carlsberg Marston’s Brewing Company (CMBC) portfolio, launched Brooklyn Pilsner last year.
The new SKU joins a line-up of single 660ml bottle, 12 x 330ml bottle and 6 x 330ml can formats.
John Clements, Vice President Marketing at CMBC, commented: “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.”
Glastonbury Festival 2023 will take place between 21 and 25 June.
