Nohrlund and Live Nation UK announce a new partnership to bring high quality pre-mixed cocktails to festivals and venues across the UK
Nohrlund, the Danish premium pre-mixed cocktail brand, and Live Nation UK, the global leader in live entertainment, have joined forces to offer live music fans an elevated cocktail experience at festivals and venues across the UK. The partnership will launch this spring and will see Nohrlund become the exclusive pre-mixed cocktail partner across Live Nation UK events, including 22 festivals and 21 venues in the UK.
Award-winning Nohrlund was founded by bartenders, determined to simplify the art of mixology by making handcrafted, ready-to-serve cocktails accessible to everyone, no matter the occasion. By focusing on the entire cocktail-making process, from sourcing organic ingredients to the consumer’s experience with the final product, Nohrlund is able to offer meticulously crafted pre-mixed cocktails for fans – perfect for both big lively festivals and small intimate gatherings. Renowned in Denmark, Nohrlund will now bring the same level of premium consistency and convenience to live music fans across the UK.
Worldwide, spirit-based cocktails is the largest segment of the ready to drink cocktail category, and is forecasted to maintain its dominance in the coming years. As consumers increasingly turn to Ready to Drink (RTD) premium cocktails at live events – expecting minimal wait time and faster serves – the goal of the partnership is to enhance the overall event experience for fans while building brand awareness for Nohrlund in the UK.
The partnership will kick off across Academy Music Group venues in April and at The Great Escape in May, offering a range of pre-mixed cocktails including Passion Martini, Mojito, Raspberry & Peach CollinsandGin & Mango Smash. Summer is all about simplicity and spontaneity and Nohrlund’s ready-to-drink cocktails will be the perfect option for outdoor audiences interested in grabbing a perfectly pre-mixed cocktail quickly so they can take full advantage of their time in a festival field. Fans can look forward to Nohrlund’s brand activations at festivals including Download, Isle of Wight, Boomtown, and Camp Bestival. A full list of festivals included in the partnership can be found below.
“Our mission has always been to create the best pre-mixed cocktails in the world and partnering with Live Nation UK allows us to share our passion with a wider audience in the UK where the interest in pre-mixed cocktails and RTDs is growing rapidly,” says Søren Aamand, co-founder of Nohrlund.
“We are really excited to get started, and together with our new strategic partner show UK consumers how Nohrlund can, without compromise, simplify the art of mixology and consistently deliver the highest quality cocktails to festival goers and live music fans across the UK,” adds Stephen Gray, Managing Director of Royal Unibrew UK&I.
“Nohrlund’s commitment to quality and innovation aligns seamlessly with our mission to create special and unforgettable live events,” says Jay Williamson, VP of Brand Partnerships at Live Nation UK. “Live Nation UK is uniquely positioned to support Nohrlund Cocktails on building awareness by engaging live music fans across both festivals and venues across the country, year-round. We know our fans love minimal wait times, excellent service, organic products and premium tastes. With the continued growth and expansion of the premium cocktail category, Nohrlund’s visionary brand portfolio meets current and future consumer needs. We couldn’t be happier partnering with them to bring fans enhanced and elevated cocktail experiences onsite at our events.”
In year one of the partnership, Nohrlund will be available at festivals including The Great Escape, Scarborough Open Air Theatre, Neighbourhood Weekender, The Piece Hall, Margate Summer Series, Funk and Soul Weekender, Download, SANDS, Isle of Wight, Lytham Festival, On the Waterfront Presents, Brighton Valley Series, Community, Rewind North, Rewind South, Rewind Scotland, Camp Bestival Dorset, Camp Bestival Shropshire, South Facing Day, Boomtown, Connect, The Bay Series and all Academy Music Group venues.
Nohrlund is available nationally at retailers including Sainsbury’s, Amazon and Abel & Cole.
Source: Live Nation UK
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