Boston Beer® Sampling + GLOW Holiday Festival

Objective/Goal:
Highlighting Boston Beer® samples, the first three Saturdays of December in BLIXEN LOUNGE at GLOW Holiday Festival.

Program Details:

• Blixen Lounge designated from 5-6PM as an early entry on a designated evening(s) to host VIP guest of Boston Beer® GLOW Holiday Festival Guest
• Branded tent with brand ambassadors and samples
• Step and repeat for Ugly Sweater contest with photographer for each evening including “Give-Aways”
• A night to celebrate and enjoy the good times of the holiday by Boston Beer®

Results:

• Boston Beer® becomes “Top of Mind” when GLOW attendees shop at Liquor stores
• Estimated 6,000 beers were sold at GLOW Holiday Festival doubling their ROI

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