Scan Magazine

By Signe Hansen

Tuborg has quickly become known among young Brits as a top quality and fun beer

The end of Tuborg’s second festival season in the UK is coming up, and the overall impression from the more than 100 outdoor events is a huge success. One of the festivals to have an exclusive supply deal with Tuborg is the mighty Glastonbury festival; with almost 140,000 people going there every summer one can just imagine how such an event boosts the sales charts!

It is not just the major festivals’ guests who have benefited from Tuborg’s music engagements. Carlsberg UK, which owns and markets the Tuborg brand in the UK, has secured exclusive supply deals and sponsorships with everything from one-day events, such as Escape in Wales, to five day gigs like the Glastonbury, Reading and Leeds festivals. These deals created a very successful first year and consequently expectations were even higher this summer. Tuborg did not disappoint and luckily neither the weather nor the economic climate seemed to affect the appetite for music or beer. “This season has actually been even better than we expected.  The number of people going to the festivals connected with Tuborg has probably increased by ten per cent compared to last year,” says Director of Sponsorship and Media Relations at Carlsberg UK, Gareth Roberts adding:  “One thing about festivals and events such as these, are that they are high on people’s agenda. They are a standard part of their yearly calendar and music lovers will always make sure that they can go to their favourite festival.”

Gig tickets are among possible prizes of Tuborg’s new, interactive web-game Beat the Intro

Preparation, coordination and a bit of fame

Most of this summer’s festivals connected to Tuborg were sold out and Tuborg increased its exposure to festival goers by 20-25 per cent, making volume and sales take another leap from last summer. All in all, Roberts concludes, “it has done very well for us this year.”
Nothing to complain about, therefore, but Roberts assures us that even though Tuborg does have a very strong international brand, the good results have not come easily. Bringing out the equipment, the beer and the staff to cater for more than a million festival and concert guests all over the UK is a major task. “At a festival like Glastonbury with around 140,000 guests, it takes a lot of planning and preparation to deliver a good product every time. One thing that is really outstanding about Carlsberg UK, as a company and what it delivers in the way of music events, is its ability to deliver a good quality beer product on a regular basis. We can cater for huge crowds.” Tuborg may cater for up to 100,000 people at one place and while it takes a lot of coordination and preparation it also gives the brand a special edge. “What we have created, I think, is real demand for not only Tuborg as a prime product and a world beer, but also for the logistics, presentation and equipment which we can deliver as well,” says Roberts.

Continuing the party

Gareth Roberts is the man behind the re-launch of Tuborg in the UK

While the festival season is at its end, Tuborg will, through its partnership with Live Nation and the Academy Music Group, continue to make music events cheerier throughout the year. “Since March 2007 we have managed to get an impressive portfolio of venues and properties that we now exclusively supply to,” says Roberts adding: “Through our partnership with the Academy Music Group, which is owned by Live Nation, we have become the official beer of 12 top venues in the UK from North to South.” Among the venues are the O2 Shepherds Bush Empire, O2 Academy Birmingham and the Hippodrome in Brighton.
So if you missed out on this year’s festivals, there should still be plenty of opportunities to combine a musical evening with that special world famed Danish beer.

While Tuborg has just two years on its back in the UK, Carlsberg has been here since 1868 and is the UK’s fourth largest brewer, owning brands such as Carlsberg, Carlsberg Export, Tuborg, San Miguel, Tetley’s, Holsten and Skol.
For more information visit: www.carlsberg.co.uk or www.tuborg.co.uk