Concert-promotion giant Live Nation is drinking a toast to a new three-year deal, which makes Tuborg the "official beer of Live Nation" in the United Kingdom.

The agreement is major coup for Tuborg, which is brewed by the Denmark-headquartered Carlsberg. The brand is already well-established on continental Europe but only got its U.K. launch this April.

And as part of Tuborg's brand-awareness campaign, it has clinched the exclusive pouring rights to Live Nation's high-profile U.K. music festivals, including Download Festival, O2 Wireless Festival, Global Gathering, Escape into the Park, and Hard Rock's Hyde Park Calling.

Moreover, Tuborg will be the exclusive beer served at the 31 venues owned and operated by Live Nation, such as Cardiff International Arena, Liverpool Empire, Manchester Apollo and the Lyceum Theatre in London.

The move, which gives Tuborg access to the 5.2 million spectators attending Live Nation festivals, concerts and shows annually, will additionally give the beer brand stage-naming rights, bar branding rights, and premium VIP tickets for competition winners.