Brooklyn Pilsner launches glassware coinciding with official Glastonbury beer announcement

By Nikkie Thatcher

- Last updated on GMT

Event partner: the Pilsner will also be the official beer of Glastonbury Festival this year
Event partner: the Pilsner will also be the official beer of Glastonbury Festival this year

Related tags Beer Events Branding + marketing

Carlsberg Marston’s Brewing Company (CMBC)-owned Brooklyn Brewery is set to unveil its latest glassware to the on-trade as it also announces its Pilsner is the official partner at this year’s Glastonbury Festival.

The new glassware will be available for pubs later this month (week commencing 29 May), in pint and half pint formats, made from weighted glass and with a cityscape narrative of New York city around the base.

CMBC is also aiming to drive awareness of the beer outside the festival with promotion of festivities in the on-trade via additional marketing activity.

Official festival beer

Furthermore the Pilsner, which was launched last year​, will be the official beer of Glastonbury Festival where the brew will be available on bars across the five-day event this summer (21 to 25 June).

In celebration of becoming the official beer partner, Brooklyn will be giving away two general admission tickets to the event through its social media channels.

Drinks purchased at the festival will be served in co-branded Brooklyn Pilsner cups that show the iconic logo, doodles and bright yellow livery.

This partnership sits alongside a multi-million-pound national marketing campaign backing Brooklyn Pilsner this year including on and off-trade PoS, video on demand, out-of-home marketing, social and digital advertising, PR, partnerships and experiential activations in a bid to drive consumers awareness and sales.

Growing ambition

CMBC vice president of marketing John Clements said: “Becoming the official beer of Glastonbury in one year since launch is a great achievement for the brand.

“This flavourful, accessible and sessionable lager is a great tasting, refreshing, premium option with natural alignment to the festival season.

“Headlining Glastonbury Festival is the ultimate way to round off a year of success, with growing ambition and investment set to amplify the lager further.

“We look forward to bringing Pilsner to new audiences across the UK – both for those attending the festival and for those celebrating in the nation’s pubs, bars and restaurants.”

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