Across 2024 and 2025, we partnered with Brothers Cider as our official cider sponsor across all shows, creating a standout brand presence that connected authentically with experience seekers and music lovers.
In 2024, fans were introduced to a wide range of Brothers Cider flavours, including newly launched options, offering a refreshing, lightly carbonated drink with a subtle alcoholic punch. This set the foundation for a strong and engaging partnership that continued to evolve into 2025.
At our London shows, Brothers Cider delivered a memorable fan experience with the introduction of the Brothers Fun House, positioned at the heart of the festival. This immersive activation featured a maze of fun, silly, and psychedelic rooms—complete with mirror walls, quirky doors, fake doors, and vibrant décor. It quickly became a must-visit attraction for festivalgoers of all ages, whether exploring with friends or enjoying the day with family.
In 2025, the partnership returned bigger and bolder, aligning with a lineup of iconic artists including Boy George & Culture Club. The Brothers Fun House evolved into an even more impactful experience, resonating strongly with audiences embracing the colourful, expressive energy of the performances. Its playful, nostalgic aesthetic complemented the spirit of the festival, enhancing the overall atmosphere and deepening fan engagement.
Across both years, the activation proved to be a perfect fit for Uptown Festival audiences—particularly in London, where it struck a strong cultural chord. From Madness’ headline set in 2024, echoing the playful “House of Fun” theme, to the vibrant style and energy of Boy George & Culture Club in 2025, Brothers Cider seamlessly integrated into the fabric of the event.
Through this two-year partnership, Brothers Cider connected with a diverse UK audience of over 50,000 attendees, delivering a high-impact brand experience that resonated across generations and elevated the festival experience.
