Newcastle Unveils 'Bartender Gigs' Concert Series

In an effort to celebrate musicians who work in bars before hitting it big, Newcastle Brown Ale is presenting a series of concerts for bartenders, organized by the U.S. Bartenders Guild.

Combining rising musical stars with the time-honored tradition of bartending, the Newcastle Bartender Gigs concert series will take place in Los Angeles, San Diego, San Francisco, Las Vegas, Minneapolis and New York, and will feature national acts such as Grouplove at select shows, as well as well-known local bands.

At each event, the headliner will hop behind the bar before taking the stage while one of the “regular bartenders” at the venue plays an opening set. Behind-the-scenes footage, performance videos and artist interviews will be available on YouTube.

Additionally, consumers can redeem a month of unlimited music streaming from Rdio to enter for a chance to win a VIP trip to Los Angeles for the Bartender Gigs finale concert featuring a surprise guest through point-of-sale materials at select on-premise accounts.

“There’s almost nothing better than getting together with your friends for some cold ones and a show by your favorite bands,” said Brett Steen, brand manager for Newcastle Brown Ale, a brand of White Plains, N.Y.-based Heineken USA. “Beyond featuring some great up-and-coming acts, Bartender Gigs gives us a perfect opportunity to promote Newcastle Brown Ale while shamelessly courting the favor of bartenders across the country.”