Shooter brand After Shock is targeting more than 300,000 UK consumers at seven summer musical festivals with its After Shock Arena initiative.

Distributor Maxxium UK calculates that 32,000 people will be recruited to the brand thanks to its marketing activity at festivals including Download, Global Gathering, Carling Weekend: Leeds Festival and Creamfields. The brand also has exclusive pouring rights at Hi Fi North, Hi Fi South and the Metro Weekender.

This year, the arena is split into three zones - hot, cold and electric - to reflect the brand's three variants, but regular features like the Beyonce Castle are returning.

"We predict that this will be our busiest year ever, with an estimated 50,000 measures of the UK's favourite shooter being sold," said brand manager Janette Peat.