Country in the Burg 2026 brought two days of boots, country music, and full-send festival energy to Cedarburg, Wisconsin, and LICK showed up in a big way. The lineup kept the crowd moving all weekend, with Scotty McCreery, Josh Turner, and Rodney Atkins taking over Friday, followed by Brantley Gilbert, Mitchell Tenpenny, and Drake White on Saturday. Between the main stage moments, packed crowds, VIP mingling, and ice-cold LICK being handed out across the grounds, the weekend had exactly the kind of energy we came for.
Country in the Burg also marked the debut of our brand-new Traveling LICK container activation, a 40-foot bright orange setup wrapped in LICK from end to end, built to be impossible to miss. Inside, the container works like a mobile LICK bar, with coolers, promo models, merch, and even space for a DJ when the moment calls for it. For this festival, the music had that handled, so we focused on keeping people fueled. Our promo team handed out ice-cold LICK from the container, rolled through VIP with barrel coolers, and even hit the pit during the headliners with backpack coolers so fans could stay energized without losing their spot. We also brought exclusive Country in the Burg merch, including trucker hats, cowboy hats, and bandanas, giving festivalgoers plenty of ways to get LICKED and misbehave responsibly all weekend long.
As main stage sponsor, LICK had a front-row role in the weekend, and between the crowd, the lineup, and the response to the container, Country in the Burg proved to be a successful first stop on the tour.