Bud signs Shine for UK gig tour

Brewer Anheuser-Busch is bolstering the association of its Budweiser brand with music with a series of UK gigs under the banner Bud Rising, and has hired Shine Communications to handle the project.

Budweiser hosted the first Bud Rising festival last July in pubs and live music venues across Dublin. Acts included Primal Scream, Ian Brown and De La Soul.

This year will see it turns its attention to the UK , where it already sponsors the Glastonbury Festival.

Anheuser-Busch UK marketing director Jim Gorczyca refused to comment, but confirmed that it continues to work with Consolidated Communications, its retained UK consumer agency.

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