While so much has been done to exploit/amplify the high-quality food offerings at U.S. music festivals, no one has endeavored to transform or elevate the beverage offerings of festivals until Breakthru Beverage and Life is Beautiful agreed to take on the challenge. By creatively building on the established branding of Life is Beautiful, we could bring attention to the “Life” of these hand-crafted cocktails via our owned digital channels, including glamour photos executed by Wendoh Media and creatively directed by Andrew Pollard, Breakthru’s Beverage Development Specialist; a website to provide attendees with all beverage related content (brands, recipes, mixologist talent, etc.); Go-Pro videos of cocktails being delivered around the festival as well as videos of cocktails being created at Batch World, the commissary kitchen, executed by Critical Focus; and live social media coverage with photos of juicing, batching, packaging, delivering, festival attendees drinking by SON Studios.

Our implementation included pre-event marketing support starting in early August running until the festival’s first day September 23rd notifying our community of what to expect from the beverage program at Life is Beautiful, live event reporting featuring back of house coverage of fresh cocktail preparation in Batch World from September 23rd to 25th on our corporate Breakthru social media handles as well as post-event retrospectives in photography and video formats until mid-October.

Here are execution statistics we messaged our target audience in digital:

• Sponsoring Brands: EFFEN Vodka, Dos Equis, Milagro Tequila, Bacardi, Fernet Branca

• 108,00 festival attendees

• 18 city blocks

• 11 mixologists

• 1 Batch World cocktail commissary kitchen

• 50,000 unique cocktails

• 24 unique recipes

• 16 frozen drink and ice cream machines

• 10,000 lemons juiced by hand

• 2,000 young coconuts branded Life is Beautiful

• 56 pounds of mint for garnishes

The festival had record alcohol beverage sales in 2017. And our execution has been noticed, in 2016 Lollapalooza – the most widely recognized music festival in the U.S. - requested Breakthru consult and develop a craft cocktail experience for their attendees which included coordinating sponsorship from our brands, recipe development from our team of mixologists, and on-site execution assistance at the festival. Imitation is the sincerest form of flattery. All other indicators showed the success of our digital marketing of this sponsorship, especially when you consider the distributor industry. Our Direct email to our customers had an average open rate of 17.10% and a click rate of 9.9%. Our social media efforts reach 280,000 impressions. While that might seem little for a consumer brand for a business to business company like ourselves this was making waves in our industry. Our website had 2,000 visitors.