International beer brand Budweiser has just announced the inception of its newest campaign, “Always Brewing,” aimed specifically at creating original electronic music events in India for fans of the genre. The first installment in the event series, “What’s Brewing?,” will feature 11 electronic artists across three different genre stages.

Kartikeya Sharma, AB InBev marketing director India South East Asia, described the goal of the new initiative.

“Electronic music culture in India is very dynamic and millennials are extremely keen to explore newer music experiences. Owing to its rich legacy of brewing authentic music culture globally, Budweiser, is leading and shaping this new wave of electronic music culture in India. ‘Always Brewing’ is an attempt to strengthen our relationship with our target audience by introducing them to newer experiences in the evolving world of music.”

The biggest piece of news from Budweiser, however, is that from November 12-13 of this year, it will be hosting the very first edition of Electric Daisy Carnival’s India edition at Buddh International Circuit in Noida. Showcasing 40 of the top Indian and international DJs and electronic acts, the festival is bound to make waves in the already burgeoning EDM scene in the area.