In height: this was the innovative space in the middle of the largest festival in the country

Lollapalooza is synonymous with fun, meeting friends, good music, art and relaxation. Thousands of fans gathered at the San Isidro Racecourse in this 2022 edition to enjoy artists such as Miley Cyrus, Foo Fighters, The Strokes, A$AP Rocky, Martin Garrix, Doja Cat, Machine Gun Kelly, among many other national and international talents. There, Budweiser surprised with an innovative space that featured an impressive tour of the world.

On board the round-the-world tour, which was brought from Brazil and had capacity for 64 people simultaneously - about 500 people per hour - influencer and actor Grego Rossello toured the show with a unique panoramic view of the colorful sunset.

“The night begins here in Lollapalooza, we were listening to Nicki Nicole and great artists are coming. We're spending a thousand points with BUD. We are in Lollapalooza and look where we are, on Budweiser's round-the-world tour. The view is breathtaking. Khea is playing in the background while we enjoy a cold beer. So Budweiser thank you for another extraordinary experience,” said the fellow driver.

He described: “The bond with Budweiser is now more than two years old. I've been working with the boys for a long time, I'm happy. There are a lot of things around Budweiser that I like. First Mr. Lionel Messi, then they took me to the Super Bowl and now we are here in Lollapalooza, having an icy Bud, a Khea hymn plays in the background, I'm crazy.”

As we got off the wheel, the iconic beer was also present at the San Isidro Racecourse with the stunning Beer Garden. It was an exclusive space where more than 57 thousand people - over 18 years old - could enjoy two premium lager beers from 12.30 to 00.

In addition to this, under the concept The Birra Behind the Music, as it did in the first edition in Chicago 1991 and in 2019, the firm accompanied the 2022 edition of Lollapalooza with the launch of a limited edition of exclusive design alluding to the festival and a special Gift Pack.

“We are proud to once again support Lollapalooza on its return to the country, after two years in which the industry was practically stopped by the pandemic. As a brand, we were present with a new BUD bottle exclusive for the show and with our Beer Garden within the festival. In addition, we continue to accompany emerging artists, encouraging people to listen to and learn about new music,” explained Juan Giovaneli, brand director Budweiser Argentina.

The new BUD Lollapalooza Edition 2022 has an exclusive design on its label, which incorporates the identity of the show and dyes the bottle red and white. It is available in two presentations, bottles of 710 ml and 1 liter, at different points of sale throughout the country, including supermarkets, self-service and beverage stores. It can also be purchased via ecommerce on sites such as Craft Society.

RoadMap in Lollapalooza

As part of its support for music, Budweiser launched RoadMap this year, an initiative that sought to guide Lollapalooza attendees to help them organize their tour of the most important festival in the region, to make the most of their experience.

It was a website that, thanks to its recommendation algorithm, suggested to those who registered, which musicians could enjoy based on their preferences; informing the day, time and stage of their presentation.

In this regard, RoadMap guided attendees so that they can listen to their favorite bands and encourage them to discover new artists.

Referential music journalists such as Yamila Trautman, from Billboard Argentina, Pablo Strozza, from La Agenda BA, and Iñaki Durán, ID Music Culture, were part of the development of the algorithm. “Our goal is to bring music closer to people and encourage audiences to listen and learn more about music. We think RoadMap was an excellent tool because it allowed fans to live Lollapalooza in the best way and enjoy their experience to the fullest,” Giovaneli said.

He added: “We are very happy to be part of this great event and to feel that the proposals that we brought from the brand to our consumers were highly valued. So far, our balance is very positive: more than 11,500 fans put together the Roadmap, a roadmap to make the best band tour every day; more than 12,000 people went around the world and more than 42,000 consumers visited our Beer Garden.”

In this way, Budweiser consolidates itself as the benchmark beer in the world of national and international music, which accompanies not only artists but also fans, inviting them to live to the full experience of the festival.

A unique experience that showcased the best of music and art at the most important festival in Argentina.