By Annette Shailer

Pure Blonde is set to continue its alliance with music festivals, with its VIP space ‘The POD’ to be featured at Future Music Sydney this Saturday (Mar 6).

Headlining in The POD will be Australian dance music heavyweights John Course and Grant Smillie, along with Ping Pong DJs and Vandalism.

Pure Blonde launched the experiential campaign on New Year’s Day when The POD by Pure Blonde, made its debut at Summadayze in Melbourne.

CUB group marketing manager of premium beer, Ben Summons, said the POD is an exciting addition to Pure Blonde’s summer sponsorship program of 27 music festivals around Australia, including Future Music Sydney.

“The POD activation is an exciting evolution of Pure Blonde’s partnership with Future Entertainment, and by creating a unique festival environment, we hope to drive trial of Pure Blonde amongst the brand’s 18 to 35-year-old socially active and savvy consumers,” he said.

“While other brands certainly play in this space, we believe The POD is unlike anything else on offer for festival attendees, and based on the reaction from guests at Summadayze in Melbourne, it’s going to be a great series of events.”

The POD offers guests premium bar service, exclusive sets from local and international festival acts in an intimate, VIP lounge-style environment.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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