Glastonbury signs up Tuborg

Tuborg is to be the official beer of Glastonbury this summer, as it continues its links with live music events.

The Carlsberg-owned brand will be the official beer at the Download festival, Escape into the Park, Glastonbury, Hard Rock Calling, Wireless, Global Gathering, Latitude, Leeds, Reading and Bestival.

The lager brand will be exposed to over 1m festival goers, and around 3m pints of Tuborg are expected to be drunk throughout the festival season.

At the festivals, punters will be encouraged to "Amp it up" on video and enjoy 10 seconds of fame on the Tuborg 10-foot Amp it Up video walls.

Festival-goers will also have the chance to win music prizes via the Tuborg website after the festival season.

To promote its summer of festivals, Tuborg has linked with Q Magazine, who have written an exclusive 16-page festival guide exclusively for Tuborg drinkers.

"We have built up an impressive music portfolio for the Tuborg brand; as well as enjoying official beer status at all of the big summer festivals we also signed an exclusive deal with Live Nation Academy Music Group at the end of last year," said Chris Thornhill, assistant Bbrand manager for Tuborg.