• by Tanya Gazdik , August 12, 2014

Newcastle Brown Ale is celebrating bartenders in a unique promotion enlisting the band Grouplove and the U.S. Bartender’s Guild.

The beer brand created a video showing how the band recently surprised one lucky bartender by slinging beers in his place while he and his band opened for them in Los Angeles.

Newcastle Brown Ale will be giving bartenders in select cities — Los Angeles, New York, San Diego, Minneapolis, San Francisco and Las Vegas — a similar opportunity as part of its Bartender Gigs concert series.

Members of the headlining band who have worked as bartenders in the past will spend some time behind the rail slinging drinks before they take the stage. While they are serving, the venue’s bartenders will be performing their own songs on stage.

The gigs will feature national acts such as Grouplove at select shows, as well as well-known local bands. Behind-the-scenes footage, performance videos, artist interviews and more will be posted at youtube.com/Newcastle.

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 in a release. “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.”