Budweiser Zero engages with active lifestyle and mass participation sector

After making its debut at the ASICS London 10K in July this year, Budweiser Zero will extend its engagement with the active lifestyle sector as the official beer of the forthcoming Hackney Moves Festival 23-25 September, which is headlined by the Hackney Half Marathon followed by the Oxford Half Marathon 16-17 October. 

The events are all produced by LimeLight Sports Club, the specialist division within LimeLight Sports Group that creates and delivers major participation experiences.

Budweiser Zero’s involvement is a further boost for the three experiences which are all among the top 10 running events in the UK.  The brand Budweiser Zero aims to shift the narrative in a booming no and low-alcohol sector by showing that consumers can have more choice in what to drink. The partnership will connect Bud Zero directly to an active community of over 100,000 participants, but also across their individual networks and the communities they work, train, perform and play within. 

Amar Singh, Senior Brand Manager for Budweiser Zero at Budweiser Brewing Group UK&I, said, “At Budweiser Brewing Group we’re committed to responsible drinking, so campaigns like this featuring our alcohol-free beers are hugely important to us.”

Frank Davis, Head of Partnerships and Business Development at event owners LimeLight Sports Club commented:  “We're delighted to welcome Bud Zero to our partner family. It's a great fit for LimeLight Sports Club Original events, which provide intimate brand engagement opportunities with an active lifestyle audience weeks and months ahead of the event days themselves. Despite the recent disruption we've seen a surge in event registrations as people seek new goals and embark on what can be life changing journeys.”