Spirits/Alcohol Archives - Page 13 of 19 - Event Marketer
Budweiser Woos Latino Consumers with Noche De Pasion
Anheuser-Busch wanted to build Budweiser’s relevance and improve its image among adult Latino consumers, so it brought together the segment’s passions for sports, music and nightlife under one roof for Noche De Pasion. Transforming bars in Chicago, Denver, Fresno, Los Angeles and Phoenix into Latin nightclubs, the event featured three-on-three soccer tournaments in cages, while...
Diageo Woos Bartenders with a Shot of Education
Recognizing that its on-premise efforts don’t fly without buy-in from the men and women pouring the drinks, Diageo embarked on a dedicated effort to woo bartenders. To encourage bar staff to stock—and recommend—brands like Smirnoff and Tanqueray, the Bartender Initiative set out to provide an interactive education on Diageo products through 35 events in top...
Miller’s Icehouse Brewery Rocks the Boat
Miller Brewing’s Icehouse brand hit the high seas with The Rock Boat, billed as the world’s largest floating music festival. The four-day non-stop concert took 2,500 music fans—and 30 rock bands—on a Carnival cruise ship from Miami to Cozumel, Mexico. “It was a unique way for consumers to have access to bands,” says Mark O’Brien,...
Lion Nathan Brewery Forms a New Sport—Beach Cricket
Lion Nathan Brewery and its XXXX Gold beer brand wanted to leverage Australians’ love of cricket, but its main competitor had a long-standing relationship with the national team and a virtual lock on major domestic and international competitions. So it created an entirely new sport called beach cricket. Twenty-three legends of the sport from Australia,...