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Bud 66 seeks official beer tester as part of festival sponsorship campaign

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By The Drum Team, Editorial

May 19, 2011 | 2 min read

Budweiser is to recruit an official beer tester as part of its campaign to promote Bud 66 as the official beer sponsor of the 'Run to the Sun', 'Creamfields' and 'The Warehouse Project' music festivals this summer.

The sponsorship will see Bud 66, a lighter version of Budweiser, become the sole beer supplier at each event, while the brand is set to recruit for the ‘Ultimate Summer Job’, offering a wage of £10,000 to an official beer tester, who will assess the temperature of the product at a number of festivals.

The chosen candidate, accompanied by a friend, will be driven to each festival in a branded VW campervan and given access to all areas to test the beer and meet performing artists such as the Chemical Brothers and Calvin Harris.

Iain Newell, marketing director for Budweiser commented: "Bud 66 is designed for people who have high-tempo, spontaneous social lives so what better way to introduce them to the beer than by being part of an integral part of their summer festival experience. The brand is already worth £12million in retail sales* and this activity will further raise awareness of Bud 66 to our core consumer."

This role will be supported through a PR and digital campaign, with the recruitment process being led through the brand’s Facebook page.

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