One of the biggest music festivals in the world, UNTOLD, has signed a long-term agreement with Bergenbier S.A., a division of the Molson Coors Beverage Company group, which continues to build strategic alliances. Building consumer experiences has been the company’s recent priority, and music is a significant component of the manufacturer’s primary luxury brands.
“Bergenbier S.A.’s strategy, which we have been amplifying since 2020, has brought to the fore the building of relevant partnerships for our brands, which helps us provide growth opportunities for customers and new, exciting experiences for consumers. Through partnerships we become stronger, and I am happy to start this long-term chapter with UNTOLD, one of the most famous festivals in our country. We are taking important steps in becoming the producer in the beer industry with one of the best presences at music festivals in our country. I am also convinced that this new collaboration will open development horizons both for us, the Bergenbier S.A. team, and for our clients and partners,” Mihai Voicu, General Manager of Bergenbier S.A., pointed out.
“The partnership with Bergenbier S.A. represents an important step in our strategy to redefine the experiences offered to participants. UNTOLD has always been more than a festival—it’s a platform that unites communities and creates memorable moments. Bergenbier S.A., with its tradition of supporting large-scale events and its passion for innovation, is the perfect partner to take these experiences to a higher level. I am confident that this collaboration will further strengthen UNTOLD’s position as one of the most acclaimed festivals globally, offering attendees a unique combination of music, entertainment, and premium taste,” Bogdan Rădulescu, Co-founder and Chief Business Officer of UNTOLD, added.
A Good Opportunity
The new partnership between Bergenbier S.A. and UNTOLD will officially start in 2025 and marks the tenth chapter of the festival, being a good time to celebrate alongside the premium brands in the producer’s portfolio.
“We are delighted to start this partnership with UNTOLD, one of the biggest music festivals in the world. We are already present at 14 music festivals, including Neversea and Massif, and have been building memorable consumer experiences for years. Starting next year we will have the opportunity to come with all the experience so far, but also with new things, very nice surprises that we can’t wait to make public. The entire marketing team is working hard to have the perfect combination between music, premium beer and the mood typical of the UNTOLD festival,” added Victor Teioșanu, Marketing Director, Bergenbier S.A.
Until the start of the UNTOLD festival, consumers can enjoy premium beers produced and distributed by the brewer at both Massif and Neversea.
“We are excited about this long-term partnership with Bergenbier S.A., one of the most appreciated beer companies in Romania. Our partnership reflects our commitment to providing attendees with a unique festival experience and bringing the community passionate about music and entertainment closer together. Bergenbier S.A., with its tradition of bringing great taste and supporting large-scale events, joins UNTOLD in this adventure to create memorable moments and add a touch of indulgence to every participant. We are confident that this partnership will bring a range of innovative activities and experiences, once again strengthening UNTOLD’s reputation as a top festival where every detail counts. Together, UNTOLD and Bergenbier S.A. will turn the festival into an unforgettable event, full of energy, quality music, and priceless moments,” Flavia Gherman, Head of Partnerships at UNTOLD Universe, concluded.
The partnership between Bergenbier S.A. and UNTOLD is a long-running one, being a good opportunity to create new experiences with each chapter of the festival, starting in 2025.
