Beer / Wine & Spirits

The brands behind the event

If consumers “look behind the curtain” of any sponsored event, they’ll find a support system of brands that help to fund the event and reap their own benefits at theStella Artois same time. In the case of the Nantucket Film Festival, taking place June 26-30 in Nantucket, Mass., beverage brands Stella Artois and Grey Goose are among the producing sponsors that will showcase their logos, products and more to the approximately 10,000 attendees at the five-day event. Stella Artois, a brand of Anheuser-Busch InBev, is the exclusive beer sponsor, and Grey Goose, a brand of Bacardi Limited, is the exclusive vodka sponsor.

“It is kind of a circular support system,” says Mystelle Brabbée, festival director. “There’s usually name recognition of film makers, writers, directors, actors, and they garner press, and the press helps get the brands. So they all support each other, and the brands come in and support the organization, which helps bring in the guests, and it kind of goes ’round and ’round.”

Because the festival doesn’t cater to “the paparazzi crowd,” many opportunities are available for brands to get their products photographed with celebrities, Brabbée says. Sponsors also can get their products in people’s hands at signature programs such as Late Night Storytelling and the All-Star Comedy Roundtable.

“Our festival has a mission with an eye toward screenwriting and storytelling, so we have a live storytelling event where guests of the festival will get up and tell five-minute stories kind of like around a campfire,” Brabbée explains.

Last year, the All-Star Comedy Roundtable included actors Ben Stiller, Bill Hader, Jim Carrey and Chris Rock. Both Stella Artois beer and Grey Goose vodka cocktails are distributed to attendees at these and many other events during the festival.

 “Stella [Artois] has been around for a long time with us,” Brabbée says. “Because of that, our audience comes to expect that Stella is a sponsor, and they definitely associate Stella with our parties.” 

Did you enjoy this article? Click here to subscribe to Beverage Industry

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

How beer brands are using social media to connect with consumers

Social media has become a buzzword for not just American consumers but also the business environment. Companies are turning to various social media channels to create brand awareness or possibly boost retail sales. Beer brands also are turning to social media to make their stories heard. Brand Chorus, a division of New York-based TippingGardner, conducted a Beer StoryScore Index for Beverage Industry. StoryScore is a quantitative measure of a brand’s storytelling through social management based on creativity, strategy and personality.

Click here to view infographic in PDF format.

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI April 2015 cover

2015 April

The April 2015 issue of Beverage Industry includes a cover story about Zevia's natural sweetener profile as well as articles about CSDs, whiskey and more. Check it out today!

Table Of Contents Subscribe

CSD Category

What innovation or trend could reinvigorate the CSD category?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!