USA: After the death of 10 people A-B ends collaboration with rapper Travis Scott

Less than one year after its first announcement, Anheuser-Busch (A-B) is burying Cacti Agave Spiked Seltzer, a product with blue agave from Mexico developed in association with American rapper Travis Scott (, 17.12.2020).After an incident at Travis Scott's Astroworld festival, A-B is reviewing its collaboration with the rapper.

Ten people died, the youngest was only nine years old, the oldest 27, and about 300 were injured when fans at Travis Scott's Astroworld festival in Houston went into mass panic. Dozens of lawsuits have been filed over injuries and deaths at the concert, where fans crowded the stage during Scott's performance, squeezing people so tightly they couldn't breathe or move their arms.Scott and the event organizers are the focus of a criminal investigation by Houston police.

After this incident, various sponsors have reconsidered their involvement with Scott. Christian Dior SE, a French luxury fashion house announced that it was calling off a collaboration that was due out next year. The collection — which was going to be Dior’s first with a musician — was set to draw on Scott’s Texas roots as well as the fashion house’s own Parisian past.

A-B was the other major sponsor to postpone indefinitively its collobaration with the musician. “After careful evaluation, we have decided to stop all production and brand development of Cacti Agave Spiked Seltzer. We believe brand fans will understand and respect this decision,” said a spokesperson of A-B. “Travis was clear in his interview that he is not focused on business right now and his priority is helping his community and fans heal,” he added.

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