InBev UK has announced a series of live music and art-focused concerts across the UK to promote the Beck brand to its core audience.

Speaking last week, InBev unveiled the 'Beck's Fusion' campaign, which will target the 18-34 year old male consumer bracket and will involve live performances from Chemical Brothers and Calvin Harris among others.

On-pack promotion across 1m bottles will start in the take-home market from 7 May and in the on-trade, when drinkers purchase draught Beck's Vier, from 1 June. The 'instant win' tickets will work in conjunction with the ICA, pairing art and music into what InBev plans to be an annual venture.

The primary event will kick off in London's Trafalgar Square on 6 September, with other venues across the UK including Dublin, Glasgow and Manchester holding events throughout the month. Chemical Brothers will play at Trafalgar Square on 9 September to an audience of over 500,000.

InBev marketing manager Richard Ingram said: "We want to break through the clutter that is festivals in the UK. This is the biggest investment in our business and a step change in our communication. Beck's Fusions represents the next phase of pushing back the boundaries of music and art to produce a series of truly memorable live performances that will build the profile and popularity of the Beck's brands among new and current consumers."

The launch of Beck's Fusions follows a move that saw InBev push its Beck's Vier brand with an extensive TV advertising campaign earlier this month. The ad features a quartet of dancing characters with an added five-second feature at the end focusing on Beck's Vier with a close-up of a branded glass of the lager and the message: 'Imported Pilsner Lager, 4%'. The adverts will continue to run in the UK in April and May.