Tuborg is offering five pairs of tickets to the sold-out Glastonbury festival this summer.

Brand owner Carlsberg UK has launched a new on-pack promotion, created by integrated agency Billington Cartmell, which gives music lovers the chance to attend the famous festival, which celebrates its 40th anniversary this year.

Tuborg is the official beer of the 40th Glastonbury festival and has links with a number of other live music events – it is also the official beer of the Leeds & Reading festivals, Latitude and Bestival.

Tuborg drinkers text a code number printed on limited edition Tuborg packs to have a chance to win the exclusive tickets or hundreds of runners-up prizes.

Paul Davies, director of brands at Carlsberg UK, says: “Tickets to the 40th Glastonbury Festival are like gold dust, with the regular allocation selling out last year! So we are extremely excited at giving drinkers the chance to go to the must-attend event of 2010. Tuborg has established itself as the official beer of live music in the UK and this promotion simply underlines that fact.”

The promotion will run through until the summer, when winners will be selected at random.

The promotional packs feature retro designs reflecting Glastonbury’s rich history. In addition to the tickets, prizes include 400 official Glastonbury 40th anniversary T-shirts and 800 Tuborg MP3 socks.

The Glastonbury promotion is part of a £1m marketing campaign aimed at driving sales of Tuborg this year. An outdoor advertising and awareness campaign will launch in April as the build up to the festival season intensifies.