Carlsberg UK is rocking its way through the festival season in true Scandinavian style with its Danish Quarter, which over the summer is welcoming music fans through its doors at the Latitude and Reading festivals, among others.
A five-year sponsorship deal with Live Nation, the live entertainment company behind many British music events, underpins the £15m ‘The Danish Way’ campaign. This year, Carlsberg made its debut as Official Beer and Somersby Cider returned as Official Cider across the Live Nation portfolio in the UK.
The Danish Quarter is touring the country, bringing a touch of cosy conviviality (or hygge, as the Danes say) to the festivals. Exclusive entertainment includes live music, late-night DJs, a GIF booth and Danish masterclasses. The Carlsberg Brew Master, Bhavya Mandanna, is working alongside Danish restaurant Snaps+Rye to pair the best brews on offer with Scandinavian treats.
The Carlsberg Export VIP bar is supporting the activity and is bringing ‘The Danish Way’ to a host of the summer’s other festivals, including Leeds, Virgin V Festival Weston Park and Glasgow’s TRNSMT.
Liam Newton, Vice President Marketing at Carlsberg UK, commented: “The Danish Quarter has been designed to amplify all of the fantastic activity we’ve been implementing as part of our ‘The Danish Way’ campaign. As we continue to focus our efforts on connecting with millennial drinkers, we see this as another interactive and engaging key brand touch point in line with the broader strategy.”