Bud Light Sensation brings Canada "Into the Wild"

Bud Light Sensation returns for 2nd year at Toronto's Rogers Centre on November 29, 2014

TORONTO, May 21, 2014 /CNW/ - After a very successful debut in 2013, the world's leading dance event - Bud Light Sensation - is coming back to Toronto for another wild night of music excitement. On November 29, 2014, Bud Light Sensation will be unleashed at the Rogers Centre for more than 30,000 ecstatic fans.

"Bud Light Sensation will give Canadians an immersive music and dance experience they will never forget," said Todd Allen, Brand Director for Bud Light. "We introduced Bud Light Sensation in response to the growing popularity of Canadian electronic dance music. The inaugural event was an overwhelming success. We are excited to be back - bigger and wilder - with a high-energy evening that awakens all instincts featuring legendary DJs and epic performances."

Since its inception in the Netherlands in 2000, Sensation has taken the global electronic dance music scene by storm. Over 100 shows in more than 30 countries have attracted more than one million attendees with premier DJs, cutting edge technology and next level entertainment. This year's show 'Into The Wild', is all about unleashing your inner animal.

"'Into The Wild' compares modern day nightlife in 2014 to the universal laws of the animal kingdom. From the awakening of the wild animals, to chasing and catching the prey, all the way to celebrating victory. The stadium will be totally transformed into a white oasis," says Duncan Stutterheim, founder of Sensation. "The light shows and pyro effects, amongst other things, will create a futuristic atmosphere changing the venue into a hot jungle set to unleash wild, mind-blowing action."

Bud Light Sensation will adhere to the all-white dress code that marks every Sensation event. This tradition was, sadly, born from a tragic event. Miles Stutterheim, brother of Sensation founder Duncan Stutterheim and a close friend of the Sensation crew, died in a car accident in 2001. All visitors were informally asked to dress in white for that year's show and more than 80% of the visitors adhered to this tribute. This marked the birth of the well-known Sensation dress code as we know it today and adds an unparalleled feeling of unity as everyone is reminded to celebrate life.

Ticket sale starts on Wednesday, May 21 at 10 a.m. EDT through Ticketmaster at www.ticketmaster.ca and www.sensation.com or by calling 1-855-985-5000. More information about Bud Light Sensation is available at www.sensation.com and www.facebook.com/budlightcanada. The online conversation can be followed on Twitter via #budlightliving. For a glimpse into Bud Light Sensation, fans are encouraged to check out http://youtu.be/5goP8exJbfo that hints at what's in store.

Bud Light Sensation & 10,000 Hours
Bud Light Sensation supports 10,000 Hours, a foundation that inspires young people to donate their time to do something positive for others. Each sold ticket donates $1 and Bud Light Sensation then doubles that amount. For more information check www.sensation.com/10000hours/en.

†Must be 19 years of age or older to attend and white attire is mandatory.

About Bud Light
Bud Light has been brewed in Canada since 1986. Over the years, the Bud Light brand expanded with the introduction of Bud Light Lime, Bud Light Lime Mojito, Bud Light Platinum and the new Bud Lime Lime-A-Rita, Straw-Ber-Rita and Mang-O-Rita, launched in 2014. Bud Light is committed to bringing unique events to life through music, sports and shared experiences. Bud Light is brewed using the finest malted barley and premium hops imparting a unique clean aroma and crisp smooth finish. For more information, visit www.budlight.ca or Facebook.com/BudLightCanada.

About ID&T
The organization behind Sensation is ID&T - also known for its award-winning festival Tomorrowland. ID&T founded Sensation in Amsterdam in 2000, and since then, millions of people around the world have experienced one of the most spectacular dance and music phenomena in the world. While Sensation's reputation has grown, the music has evolved and taken on its own style - not just about booking the biggest name DJ's, but about choosing the people who can make Sensation the best event possible, and play the most cutting edge music of today and tomorrow. For additional information, visit www.sensation.com

Video with caption: "Video: Bud Light Sensation - Into the Wild". Video available at: http://youtu.be/5goP8exJbfo

Image with caption: "Bud Light Sensation - Into the Wild (CNW Group/Labatt Breweries of Canada)". Image available at: http://photos.newswire.ca/images/download/20140521_C9228_PHOTO_EN_40586.jpg

SOURCE: Labatt Breweries of Canada

For further information:

For more information or to register for media accreditation, please contact:

Lorraine Doherty
Labatt Breweries of Canada
lorraine.doherty@labatt.com / 416-361-5247


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