InBev UK has announced a multi million pound investment in its Beck’s brand.
Beck’s Fusions comprises events at four high-profile locations across the UK and Republic of Ireland from September 6 that challenge leading musicians and contemporary artists to perform together.
The event will be presented with the Institute of Contemporary Arts (ICA) and will be headlined by artists including The Chemical Brothers and rising Scottish star Calvin Harris.
A competition offering 5,000 pairs of tickets to the concerts will be featured on the back labels of bottles of Beck’s and on 6-packs, 20-packs and 24-packs as well as on 20-packs of Beck’s Vier.
Beck’s marketing manager Richard Ingram said: “Beck’s Fusions represents the next phase of pushing back the boundaries of music and art to produce a series of truly memorable live performances that will build the profile and popularity of the Beck’s brands among new and current consumers.”
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