Budweiser To Host Series of EDM Events in India

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Budweiser has graced countless people with great beer and adorable clydesdales for over 100 years now, but now they’re about to give something even greater: EDM events in India.

Indian ravers say what?

The company has announced their new campaign “Always Brewing”, which will create and host a series of EDM events in India, according to Your EDM. Kartikeya Sharma, AB InBev marketing director for India South East Asia, described the goal of the new series as follows:

“Electronic music culture in India is very dynamic and millennials are extremely keen to explore newer music experiences,” Sharma said. “Owing to its rich legacy of brewing authentic music culture globally, Budweiser, is leading and shaping this new wave of electronic music culture in India. ‘Always Brewing’ is an attempt to strengthen our relationship with our target audience by introducing them to newer experiences in the evolving world of music.”

The first event, called “What’s Brewing?” will showcase 11 artists across three stages. However, the most notable installment of the series will be India’s first-ever Electric Daisy Carnival, the Insomniac festival that originated in the ’90s and has since skyrocketed in popularity. EDC India will host 40 artists, Indian and international, at Noida’s Buddh International Circuit on Nov. 12 and 13.