Home Music festivals Fountain Hard Seltzer secures major partnership with music festival

Fountain Hard Seltzer secures major partnership with music festival


Fountain has announced an expansion and extension of its UK festival partnership, brokered with entertainment company Live Nation. The agreement will allow the hard seltzer brand to reach a potential audience of more than three million festival-goers through 28 musical events.

Contractual rights go beyond installment and include on-site activation, branding, digital activations, and alcohol-infused sparkling water advertising.

Site activation rights include some of the UK’s biggest music festivals such as Reading and Leeds, cinch presents Isle of Wight, cinch presents Latitude, GoPuff presents Wireless, cinch presents TRNSMT and Download.

Fountain first entered the UK from the US in August 2020 due to growing interest in hard seltzer. During two difficult years for the hospitality and music industry due to the pandemic, Fountain has focused on new avenues of marketing, supporting bars, venues and distributors. The partnership with the festival is at the heart of the brand’s marketing strategy in the United Kingdom.

Jon Hamm, Fountain Hard Seltzer UK Partner, said: “We are delighted to see the return of live events after two difficult years for the music and drinks industries. Having the chance to be at the heart of this journey is central to our ambition for Fountain in the UK.

“We work hard to get the cans in the hands, and the opportunity to partner with so many of the UK’s biggest and most recognized festivals is a truly exciting prospect. We think it’s going to be an epic year and we can’t wait to introduce our range of flavors to UK live entertainment fans. »

The low-calorie, low-carb, gluten-free and vegan alcoholic drink is brewed in Liverpool. The activation of the partnership will see Fountain introduce four flavors including passion fruit, mango and new raspberries and watermelons throughout the 2022 summer festival season.