Budweiser has released a limited edition brew in collaboration with DJ and producer Tiësto. The beer brand and DJ joined forces to make the one-off batch “by infusing it with the beats and energy of Tiësto’s music”.
As far as SLR can gather this involved rocking-up to a music festival with a tanker full of beer, then parking it up while some inebriated Belgians lurched about watching a man playing records through a laptop.
Amazingly, this is not the first time an alcoholic beverage manufacturer has tried to pull off this kind of stunt.
In December last year Drygate unleased “the world’s first” beer infused with music when a Celtic piper and acoustic guitarist serenaded its Festival Brew via speakers placed inside the fermentation tanks.
William Grant & Sons managed to go one better though, with a year-long experiment involving Glenfiddich. Experts in the field of cymatics – the study of visible sound waves – managed to levitate a drop of the cratur to the sound of a live orchestra.
The limited edition Bud features brand new packaging inspired by the Tiësto performance and goes on sale in selected Spar outlets from mid-August.
The collaboration, which took place at the Tomorrowland electronic dance music festival, was right up Tiësto’s alley, as the Dutch disc-spinner is always keen for his shows to feel like a once in a lifetime experience.
“I want to give fans the biggest spectacle and most memorable moment of the whole festival,” he explained. “Budweiser makes that possible by helping me amplify my live experience and giving festival goers a night full of surprises they won’t soon forget.”
Steph Okell, Marketing Manager for Budweiser, added: “We wanted to bring the epic Tomorrowland experience back to fans in the UK with a limited edition brew that truly captures the passion of music lovers and the energy of Tiesto’s music in every can.”
We’re sure they have.
