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InBev launches Beck's Fusions 2008

Published:  30 November, 1999

This week saw Beck's unveil a major cultural event - Beck's Fusions 2008 - that will combine the best elements of art and music to deliver a memorable experiential event for consumers.

Beck's Fusions 2008, which challenges leading contemporary artists and musicians to join forces and create original, inspiring performances, will support the success of Beck's and the rapid rise of the premium standard brand, Beck's Vier.

The largest scale project of its kind ever undertaken, it will be staged at Manchester's Castlefield Arena on 6th September with Massive Attack and United Visual Artists set to headline.

The full line-up for the event - for which consumers can enter a ballot to win tickets on the website - will be revealed over the summer.

Nicola Gates, Senior Marketing Manger for Beck's at InBev UK, said: "Beck's Fusions promises to be one of the biggest events of the year for art and music lovers - and it will once again reinforce the brands' association with cutting-edge culture.

"Beck's Fusions 2008 builds on the reputation for creative excellence that Beck's has established over 20 years of supporting art and helping contemporary artists to showcase their work.

"This exciting initiative will reinforce the relationship between the Beck's brands and a generation of young, adult consumers. By making tickets available via an on line ballot, we are hoping to make it accessible to people who are very much into art and music and want to participate in an event that will shape the cultural landscape during 2008."

Beck's Fusions 2008 is being staged in collaboration with the Contemporary Arts Society (CAS) - Britain's leading membership body representing the contemporary arts. Fabienne Nicholas, spokesperson for CAS, said: "Beck's Fusions is going to provide an exciting programme of opportunities for artists - and the team at CAS are really looking forward to discovering and working with new artists and bringing their work to life at the September event. Art and music...the possibilities are endless!"

Beck's Fusions features unique performances combining the talents of leading artists and musicians at the 10,000-capacity Castlefield Arena. "Manchester is the ideal location for Beck's Fusions 2008 because it is a vibrant city which has a well established cultural scene that this major event will readily tap into," added Nicola Gates.

The initiative builds on the success of the inaugural Beck's Fusions - staged last year at iconic locations including London's Trafalgar Square.

InBev UK is ensuring there is a high level of participation in the event by giving consumers the chance to apply for tickets online at Beck's Fusions 2008 will raise the consumer profile of the Beck's family of brands. Beck's is the leading imported lager brand while Beck's Vier is acknowledged as the most successful draught beer launch of the 21st Century with its 4%ABV premium offering. Both are brewed in Bremen, Germany, in accordance with the traditional Reinheitsgebot purity law.