Pepsi MAX is bringing together music, fashion and festival culture this summer through a new collaboration with renowned jewellery brand A Jewellers, unveiling an ultra-limited collection of luxury gig wristbands alongside the launch of its new Pepsi Stage Pass initiative.
The partnership reimagines the classic festival wristband as a premium collector’s item, giving fans access to some of the UK’s biggest music experiences while celebrating the growing crossover between streetwear fashion and live music culture.
Pepsi MAX Teams Up With A Jewellers
Known for creating bespoke jewellery worn by some of the UK’s most influential music artists, A Jewellers has collaborated with Pepsi MAX to design just 10 exclusive silver wristbands.
The collectible piece transforms the traditional disposable festival wristband into a luxury accessory designed to last long after festival season ends.
Crafted in silver, the design features a linked circular structure with a polished plaque showcasing the Pepsi name in zircon-set lettering. Combining industrial-inspired details with premium craftsmanship, the wristband reflects the growing influence of music culture on contemporary fashion.
The collaboration also highlights the increasing popularity of jewellery and accessories inspired by live music experiences, a trend that continues to shape both streetwear and festival fashion.
Learn more about Pepsi MAX via the official website: Pepsi UK
Only 10 Limited-Edition Wristbands Available
The wristbands will be released as part of a highly exclusive giveaway, making them one of the most limited music-fashion collaborations of the summer.
Each winner will receive:
- One Pepsi MAX x A Jewellers collectible silver wristband
- Two tickets to the 2026 edition of Reading Festival
The promotion is open to UK residents aged 18 and over and runs until 20 July 2026.
Fans can follow Pepsi UK’s official social channels for announcements and entry details.
What Is Pepsi Stage Pass?
Alongside the jewellery collaboration, Pepsi MAX has launched Pepsi Stage Pass, a new initiative aimed at making live music more accessible across the UK.
The programme will award 50 music fans an all-access music pass worth more than £1,000, providing opportunities to attend some of the country’s most iconic venues, concerts and festivals throughout 2026.
The campaign also includes:
- 1,000 instant-win music-themed prizes
- Festival and gig tickets
- Speakers and power banks
- Exclusive merchandise
- Festival accessories including bucket hats, sunglasses and bags
According to Pepsi MAX, the initiative is designed to bring fans closer to the artists, venues and cultural moments shaping today’s music scene.
Fans can find full details and terms on the official promotion page: Pepsi Stage Pass Promotion
Pepsi’s Continued Investment in Music Culture
The launch builds on Pepsi’s long-standing global relationship with music, which has seen the brand partner with artists, festivals and major cultural events around the world for decades.
Speaking about the initiative, Natalia Fillipociants, Senior Vice President and General Manager of Europe International Beverages at PepsiCo, said:
“Music remains one of the most powerful ways people connect through shared experiences, and we believe everyone should have the opportunity to be part of those moments.”
She added that Pepsi Stage Pass has been designed to connect fans with artists, experiences and cultural moments while reflecting the increasingly diverse listening habits of modern audiences.
How To Enter Pepsi Stage Pass
Music fans can enter by scanning the QR code found on participating Pepsi MAX bottles and cans.
After registering through the campaign portal, entrants will immediately discover whether they have won an instant prize and will automatically be entered into the monthly Stage Pass draw.
The promotion runs from 1 June 2026 until 30 September 2026 and is open to UK residents aged 18 and over.
The Growing Connection Between Fashion and Live Music
The Pepsi MAX and A Jewellers collaboration highlights a wider trend within youth culture, where fashion, music and collectible experiences increasingly overlap.
By transforming a simple festival wristband into a luxury jewellery piece, the collaboration reflects how live music memorabilia is evolving into wearable fashion, offering fans new ways to celebrate and preserve memorable cultural experiences.
With only 10 wristbands available and thousands of music-related prizes up for grabs, Pepsi MAX’s latest campaign is set to become one of the summer’s most talked-about music promotions.
