Budweiser to launch music IP 'What’s Brewing', stirs it up with EDC action

Budweiser announces the launch of their latest campaign - ‘Always Brewing’. The campaign derives its genesis from the brand’s core principles of 'reinvention'. The same spirit of constantly re-inventing itself is also being seen in India’s electronic music culture which is loved by today’s generation. ‘Always Brewing’ aims to empower these music lovers by offering unique electronic music experiences.


Budweiser globally, and in India, is on a mission to shape popular youth culture and more specifically the electronic music culture that has taken today’s millennials by storm. Through this campaign, Budweiser will launch a series of events that propagates the ‘Always Brewing’ ideology.

Kickstarting this campaign will be the launch of “What’s Brewing”, Budweiser’s global music property for the first time in India. This event will demonstrate how music and Budweiser are constantly brewing, showcasing three different music genre stages in one venue, with simultaneous performances by 11 hottest electronic musical acts of the country.

Kartikeya Sharma, Marketing Director, AB InBev, India South East Asia, said, “Electronic music culture in India is very dynamic and millennials are extremely keen to explore newer music experiences. Owing to its rich legacy of brewing authentic music culture globally, Budweiser, is leading and shaping this new wave of electronic music culture in India. ‘Always Brewing’ is an attempt to strengthen our relationship with our target audience by introducing them to newer experiences in the evolving world of music.”

To further strengthen the ‘Always Brewing’ campaign, Budweiser is the title sponsor for global electronic music festival Electric Daisy Carnival slated for 12th - 13th November 2016 at Buddh International Circuit in Noida. The Vegas-style festival will see performances from over 40 International and Indian artists combined with a unique carnival like atmosphere.

Completing the on-ground experience would be ‘Budweiser Unknown’ – Budweiser’s interactive office outreach program that targets millennials in multiple cities of India. The program will offer an innovative Virtual Reality (VR) introduction of Electric Daisy Carnival. The “Always Brewing” campaign will also see an extensive on-ground promotion in key outlets and heavy promotion on digital platforms.

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