Busking is being brought into bars in a major new campaign in the UK for Irish whiskey Tullamore Dew.
At up to 400 bars across the UK, consumers will be offered the chance to download a free track by one of 10 buskers found performing around the country.
Anyone who buys a Tullamore Dew serve in a participating bar will receive a scratchcard with a unique code that needs to be entered online at Tullamoredew.com/busking to redeem the free track. The busker whose track is downloaded the most will be rewarded with time in a recording studio.
In England, Wales and Northern Ireland, consumers can also claim a free Tullamore Dew trilby hat when they collect four scratchcards between friends.
The campaign, called Busking Unbarred, will also include a series of guerrilla-style experiential events at bars in London, Leeds and Edinburgh, which will surprise drinkers with live performances by buskers.
It is being run by brand owner William Grant & Sons in partnership with The Busking Project, an organisation which supports buskers around the world. Selected from the UK and Ireland, the buskers include FritzaFrenic (pictured) and Ray Scully from Dublin, Adam Kadabra from Glasgow and Charlotte Campbell from London.
Ali Cloudsdale, brand manager for Tullamore Dew, said: “Buskers help bring our streets to life, and Ireland has a strong tradition of busking, especially in Dublin. But increasing clampdowns from authorities around the world means it’s harder for buskers to perform freely.
“It also takes real courage and an optimistic outlook to be a busker and this spirit of determination and defiance is a perfect match for the ‘Irish True spirit’ at the heart of Tullamore Dew.
“With Busking Unbarred we’ve worked with The Busking Project to showcase some of the UK and Ireland’s greatest busking talents and bring their music into bars to remind people of the important place busking has in our society.”