Jelen Pivo Live was a musical event held in Belgrade, Serbia from 2006 to 2012 in order to promote the Apatin Brewery brand Jelen pivo. The first Jelen Pivo Live was organized as a festival featuring only Serbian rock acts, but the following year beside Serbian bands, foreign acts were also included in the festival lineup. Foreign acts that performed on the festival include Ian Brown, Happy Mondays, Gary Moore, Dinosaur Jr., The Stooges, The Lemonheads, The Fall, Heavy Trash, Echo & the Bunnymen and The Rakes. Since 2010, the event was held as a concert of one foreign act (Guns N' Roses in 2010, Slash in 2011 and Metallica in 2012).