World-leading hard seltzer brand White Claw has struck a new partnership with American Express presents BST Hyde Park, AEG Europe’s leading festival that brings the best of live music to London each summer.
Building on last year’s wave of success, White Claw is expanding its festival presence with activations across American Express presents BST Hyde Park and Luno presents All Points East. With a 60-date summer line-up at festivals across the UK, the company is rapidly growing its reputation as the festival drink of choice.
Manufactured by Ireland-based Mark Anthony Brands International, the alcoholic sparkling water brand will provide refreshment for thirsty fans at London’s BST Hyde Park from 23 June to 9 July 2023. Drinkers can enjoy White Claw’s vegan, gluten-free and low-calorie hard seltzer while listening to iconic artists including Bruce Springsteen, BLACKPINK, P!nk and Guns n’ Roses.
Positioned at the heart of BST Hyde Park, White Claw’s brand-new ‘Shore Club’ bar experience will provide an exciting new destination for fans looking for refreshment on hot summer days. The bar will be fitted with a 4D wave experience, beach club seating and have a raised viewing floor, offering the perfect spot to watch and be entertained.
Now in its tenth year, BST Hyde Park is set to see hundreds of thousands of music fans flow through its gates. The White Claw bar will also be open outside of festival days, with staff prepared to provide passers-by with a can-in-hand for picnics in the park and al-fresco fun throughout the summer months.
The brand will return to Luno presents All Points East in August, and will also be turning up at the bars of Houghton, Junction 2 and Fly Open Air, as well as another 30 festivals up and down the country.
White Claw’s expanded presence at UK festivals follows a successful second year at Austria’s Snowbombing Festival in April, the brand’s first festival in the 2023 season, where White Claw was the best-selling beverage product, outselling beer two-to-one.
Michael Dean, Marketing Director UK at White Claw, comments: “White Claw is the perfect match for festivals and events across the country, helping consumers to make the most of highly anticipated days out.
“We’re super excited to return for our third year in the UK but this time bigger and better with White Claw Shore Club at BST Hyde Park and All Points East. Our fans want to be at the heart of music and culture so where better to enjoy a refreshing White Claw than at a festival, listening to your favourite artists?”
Jim King, CEO of European Festivals at AEG Presents, added: “Our priority is delivering incredible experiences for the thousands of fans who come to our festivals each year, and this new partnership with White Claw is another great example of this.”
The partnership was forged between White Claw and AEG Global Partnerships, which oversees sponsorships across AEG’s global portfolio of assets. Building customised marketing programs for established and emerging brands, AEG Global Partnerships has created some of the most iconic brand partnerships in the entertainment industry.
White Claw Shore Club experience will be appearing at the following festivals this summer:
Glastonbury: 21-25 June
BST Hyde Park: 23 June – 9 July
Junction 2: 21-22 July
All Points East: 18-28 August
FLY Open Air: 16-17 September
-ENDS-
For further information contact:
White Claw – Frank PR:
AEG Global Partnerships (BST Hyde Park) – Visible PR:
About White Claw® Hard Seltzer
White Claw® Hard Seltzer is the originator of the hard seltzer category, and the world’s leading hard seltzer brand, known for unmatched pure, crisp taste and refreshment. White Claw’s iconic flavors are why White Claw Tastes and Refreshes like no other. The Difference is Clear. White Claw is gluten free, with 95 calories and 4.5% alcohol, per 330ml. White Claw® is available in a variety of natural fruit flavors. Visit www.whiteclaw.com for full nutritional information.
In 2022, White Claw® contributed over $2.1 billion to the hard seltzer category*, which was more than the next three largest seltzer brands combined. White Claw® is now available in 13 international markets and is the world’s leading Hard Seltzer brand.
* IRI MULC +LIQUOR Calendar Year 2022
Please Drink Responsibly. Hard Seltzer with Flavors. All Registered Trademarks used under license by White Claw Seltzer Works, Chicago, IL 60661. Nutritional information available at whiteclaw.com
To find out more, please visit:
Instagram: @whiteclawUK
Twitter: @whiteclawUK
Website: https://uk.whiteclaw.com/
About Mark Anthony Brands (UK) LTD
A member of the Mark Anthony Group of Companies, Mark Anthony Brands International develops and distributes a range of premium alcohol brands for sale in markets around the globe. Based in Donnybrook, Dublin, the company was established in Ireland in 2014.
About American Express presents BST Hyde Park
Set in London’s beautiful Royal Park, the event kicked off in 2013 with The Rolling Stones reliving their legendary 1969 gig, plus Bon Jovi, Lionel Richie and many more packing out the park for memorable summer nights.
The event has featured many now famous shows from Carole King, Celine Dion, Stevie Wonder, Barbra Streisand, Adele, The Rolling Stones, Taylor Swift, Robbie Williams, Black Sabbath, Take That, Kylie Minogue, The Who, Blur, Kendrick Lamar, The Strokes and so many more.
Every year, each headliner is joined by a full supporting line-up across multiple stages, from major superstars to handpicked developing acts performing for fans from across the UK and the world.
And the midweek programme allows free access to the site with outdoor cinema, street food markets, children’s theatre, fitness classes, summer sports screenings, evening events, live music and much more.
About AEG Global Partnerships
AEG Global Partnerships oversees the worldwide sales and servicing of sponsorships for AEG’s entire portfolio of assets. Creating customised and innovative marketing programs for established and emerging brands it has created some of the most iconic brand partnerships in the entertainment industry, including The O2 in London and Coachella Music Festival.
Overall, the division manages naming rights deals, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 160 million guests annually. More information about AEG can be found at www.aegworldwide.com
About AEG Europe
AEG Europe creates communities, places and spaces that deliver memorable moments through live entertainment and sports, giving the world reason to cheer.
AEG Europe is a subsidiary of AEG, the world’s leading sports and live entertainment company. AEG Europe’s extensive portfolio of live entertainment and sports assets across the region includes: an array of best-in-class venues, such as The O2 and Eventim Apollo in London; Barclays Arena in Hamburg; Mercedes-Benz Arena, Mercedes Platz and Verti Music Hall in Berlin; and Accor Arena in Paris; as well as renowned music festivals, including American Express presents BST Festival in London and Rock en Seine in Paris. Our venues host some of the world’s best sports events and are home to prestigious sports franchises, including AEG’s own Berlin Eisbären ice hockey team at the Mercedes-Benz Arena.
Colleagues across Europe work together to create world-class live entertainment and sports experiences. AEG’s venue teams develop and operate best-in-class arenas and districts; AEG Presents promotes and manages concerts and tours, oversees renowned venues and produces some of the world’s leading music festivals; AXS Ticketing connects fans to events through specialist technology solutions; and AEG Global Partnerships links corporate brands into the company’s world-leading network of assets.