Tiesto & Budweiser Team Up for Branded Beers Following Tomorrowland Partnership
Next time you're in England heading to the UK's version of Walmart, you can grab yourself a Budweiser with Tiesto's logo on it.
Hold up, what? Tiesto has been working that Budweiser grind for about a year and a half, and it's a corporate sponsorship unlike most others in that parent company Anheuser-Busch InBev is down to do wild and crazy things – like surprise 30,000 unsuspecting campers at Tomorrowland with an exclusive, one-hour Tiesto performance.
“They realized it was me as soon as I walked into the DJ booth,” Tiesto said. “The energy was crazy when they saw I was the special guest. It was fun seeing the reactions on their faces.”
The night before festival gates opened, Tomorrowland held a special party on a major stage just outside of Dreamville where campers make their home for the weekend. It was a lineup of mostly local acts, and no one could have ever expected Tiesto to make an appearance. There was a 10-minute intro complete with next-level spectacles like dancers descending from the sky, fireworks, and insane imagery. The first clue was a Tiesto voice-over talking about how excited he was to be there, but the real reaction came when he hit the stage.
“You don't get to do a surprise set for 30,000 people very often,” Tiesto's manager Andrew Goldstone said. “It was totally fun, and he had a great time because he felt free to play a lot of different stuff.”
You know he dropped his recent collaboration with Jauz, “Infected.” The track was made in partnership with Budweiser special for the Tomorrowland season.
“Jauz is an extremely talented producer with a unique sound and style and it was great to work with him,” Tiesto says. “He put things in the track I would never have thought of. I think that the track blows you away. So much energy.”
The idea with Budweiser goes that a truck full of Bud was parked next to the stage so that the beer could be “infused” with the power of Tiesto's bangin' beats. That special bpm-injected brew is now being sold in Asda stores throughout locations in England, Ireland, and elsewhere. Americans probably can't get their hands on it without resorting to the internet or friends and relatives overseas. True superfans always find a way.
“A lot of brands are like 'we just want something EDM,' and that's not what ( Anheuser-Busch InBev) is about at all,” Goldstone says. “They get the value of integrating in the experience without hitting people over the head with it.”
Don't hit your friend over the head with your limited-edition Tiesto Budweiser either, okay? Or maybe don't open it at all. If you're looking to snag one yourself, hit up Asda online. You're welcome.