B-to-C Events

They say beer and wine don’t mix, but in the case of Toasted Head wine, bringing the two together created the perfect elixir. Food and wine festivals have long been the platform of choice for wine brands in search of loyal vinophiles. But Constellation Wines-owned Toasted Head this year has been breaking with convention and activating at beer and music festivals instead. In-depth consumer research revealed that the Toasted Head consumer and the craft beer consumer had a lot in common.

There are brand ambassadors and there are Marquee Brand Ambassadors—those top-tier representatives that are highly trained and deeply trusted to be the face and voice of the brand in even the highest stakes marketing environments. Rich Varga is the latter, a front-line brand evangelist charged with representing the style and chic of the Chivas Regal brand at events all over the country. He was trained in Scotland by Chivas Master Blender Colin Scott and has perfected his skills as a Scotch expert for years since.

Hendrick’s Gin created an enchanted forest in San Francisco and New York to evoke the uniqueness of its product, which unlike traditional gin that’s infused only with juniper, also contains rose and cucumber. The forest environment tapped into the whimsical and curious heritage of the Scotland based-brand (sold in an apothecary-style bottle) with all sorts of oddities, like an oversized mushroom garden, waterfalls, fairies and snow.

Who drinks top shelf whisky? Well, we know Errol Flynn, Jimmy Stewart and George Bernard Shaw did. Even Bogey famously regretted, “I should never have switched from Scotch to martinis.” While these iconic manly men helped establish the sense of class and style that Scotch carried with it decades ago, many whisky brands more recently have found themselves struggling to make their drinks relevant to a modern male audience.