UK: Amstel to sponsor Big Chill festival

By just-drinks.com editorial team | 11 July 2007

Heineken-owned beer brand Amstel is to sponsor this year's Big Chill alternative music festival, which will take place from 3 to 5 August at Eastnor Castle in the Malvern Hills, near Ledbury in Herefordshire.

Draught Amstel will be the pouring beer at the main bar and the Castle bar, which will be dubbed Bar Amstel and will be decked out in livery evoking the brand's new national advertising campaign which broke on 2 July.

"Bar Amstel is all about enjoying yourself in a continental style - relaxing with friends, trying new things and meeting new people, and this is the base for the consumer experience we are going to create for the festival," said Amstel brand manager Toby Shaw.

The Big Chill sponsorship deal is Amstel's first since it sponsored the UEFA Champions League, and Shaw described it as "a great opportunity for consumers to really engage with the brand". Shaw added: "We are going to bring the Bar Amstel ads to life and people will be able to enjoy the proper Amstel experience."

The annual Big Chill festival, which has been running since 1994 and is famous for its musical eclecticism, features artists from all over the world and also includes art installations, comedy and theatre performances.

Sectors: Beer & cider

Companies: Castle, Heineken