Adnams has unveiled an exclusive sponsorship and marketing deal with publishing house Emap for German lager brand Bitburger.
The deal will see Bitburger team up with Emap's large portfolio of music magazine titles, including Mojo, Kerrang and Q as well as top film magazine Empire.
A large part of the agreement will see the premium lager brand take title sponsorship of the portfolio's prestigious awards events.
Steve Curzon, marketing director at Adnams, said: "We know that music and movies are two subjects that score highly amongst Bitburger's target audience. All of these magazines embody socialising and exclusivity - two watchwords of Bitburger's positioning in the UK."
The announcement of the deal coincides with the unveiling of a new-look font and branded glassware for the brand. These will be rolled out across the UK in the next month, along with accompanying point-of-sale material.
Adnams is the sole UK distributor of Bitburger and has been working closely with the brand since 1991.