Sauza Case Study – Events & PR Impact | Agital
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The Boston Beer Company

Since 1984, The Boston Beer Company has revolutionized the craft brew industry with innovative fan favorites like Samuel Adams Boston Lager and Angry Orchard Hard Cider. To launch their latest product, a celebration was in order.

The Boston Beer Company came to us for help with a soft launch of their new drink, Sauza Agave Cocktails, and to make a splash in the Phoenix, AZ market. We created an engagement event that would generate digital and in-person excitement.

Creating Beverage Buzz

To generate the excitement this product deserved, we created an event for local influencers, distributors, and target stakeholders to taste the brand-new canned cocktail in four distinct flavors. Our team hand-selected influencers with brands that resonated with the fun, refreshing vibe of Sauza and would result in higher levels of engagement.

A First Taste Festival

For the event, we set the launch party on the rooftop and balcony of a high-rise hotel in downtown Tempe, AZ, to create an exclusive and welcoming vibe. Each guest was greeted with a selection of the refreshing Sauza cocktail and provided products and props to create their own content and share their favorite flavors.

Setting the Vibe

We paid detailed attention to the décor, sourcing lush tropical plants and flowers to accentuate the tactile elements of the Sauza brand. Clustered fruit themes representing each flavor adorned the venue, and custom event backdrops provided prime photo and selfie opportunities.

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