Metallica Fans Sign Budweiser Tanker Carrying the Band’s Limited-Edition Beer
Metallica made an event out of its limited-edition run of Budweiser beer, rolling a specially painted tanker to their Sept. 16 show and blasting it with "sonic vibrations" from the performance.
As previously reported, the band partnered with Budweiser's Canadian distributor, Labatt's, for the promotion, which helped commemorate their Sept. 14 and 16 shows in Quebec. The concerts closed out the local Colisée Pepsi venue and ushered in the new Centre Vidéotron, which a Labatt's rep applauded in a public statement saying, "“We are very pleased that the guys in Metallica are participating in this unique partnership that marks the history of the Centre Vidéotron."
The Centre Vidéotron's Facebook page shared photos from the show, including shots of the tanker being signed by Metallica fans in the parking lot. As NPR notes, the truck was there to help add a little extra Metallica to the brew; according to a Labatt's press release, "During the concert, the sonic vibrations from Metallica's music will be infused into the liquid, creating the rock and roll recipe." The venue added its own spin, saying the stunt would "channel the brute force of this historic show and be inspired by its vibrations, its energy and its decibels to create a beer in the image of the power of rock."
The vibration-infused brew later made its way to a local plant, where it's being poured into 91,000 Metallica-branded cans that are scheduled to make their way to stores in the Quebec area starting Sept. 28.
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