Music Venue Trust seals Coca-Cola link-up

The Music Venue Trust (MVT) has announced a new partnership with Coca-Cola which will see the drinks brand support the UK grassroots community through a series of activities.

The link-up will commence with a series of gigs organised by the charity, which represents more than 900 UK venues and has secured a 13-show headline run by indie-pop singer-songwriter Casey Lowry.

The tour will kick off at Moles in Bath on 27 September and conclude on 23 October at Camden’s KOKO.

“This is the start of an incredibly important partnership with Coca-Cola which we hope will bring support to grassroots music venues right across the country,” says MVT CEO Mark Davyd. “Every local community deserves access to an excellent live music experience right on their doorstep. This project demonstrates how MVT can work with great partners to make that happen and keep music live right across the UK.”

“We recognise that the festival artists of tomorrow need to play in the grassroot venues of today”

Fans have a chance to win tickets by buying a 500ml Coke Zero or Coke Zero Cherry at any Co-op store and scanning the QR code on the in-store display by 22 August.

“Coca-Cola has a wealth of historical involvement in music and this summer has seen us give music fans a number of epic experiences at festivals across Europe,” says Paul Hiskens, associate director, partnerships & sponsorships at Coca-Cola Europacific Partners GB. “But we recognise that the festival artists of tomorrow need to play in the grassroot venues of today and by partnering with Music Venue Trust we will help support the venues in a number of ways moving forward.

“In our first activity we have funded a series of gigs to allow venues to raise funds, alongside giving fans of Coke Zero an unforgettable night out – and hope that they continue to support these venues ongoing, as we will.”

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