After the winter that many of us experienced this year, I personally couldn’t wait for summer to arrive, and it looks like I’m not the only one. Many beverage brand owners and distributors have been kicking off their own summer programs and festivities to help consumers enjoy the fun celebrations that seem to go hand-in-hand with this warmer season.
To kick off summer, Solerno Blood Orange Liqueur launched its Drink~Play~Love platform, which features a number of cultural events accompanied by Solerno signature cocktails. The festivities began in mid-June at The Ritz Carlton in Miami and will continue through October, making stops in Boston; New York; Chicago; Austin, Texas; Dallas; Los Angeles; San Francisco; and Seattle. Complete with a signature, hour-long evening yoga class dubbed Solerno Sunset Salutations, the events also feature Solerno mixologists instructing participants in a Do-it-Yourself Solerno & Sparkling Bar to illustrate the versatility of the blood-orange spirit.
“Solerno’s Drink~Play~Love event series is our effort to reach those who seek to find the balance between work and play,” said Jaime Gorman, Solerno brand manager, in a statement. “We want to give our consumers an opportunity to take a break from their hectic day, unwind with a cocktail, and revitalize their mind, body and soul.”
But adults aren’t the only ones looking to have a good time this summer. In partnership with Olympian Julia Clukey and the Kennebec Valley YMCA, the Maine Beer & Wine Distributors Association helped a number of girls attend the luger’s summer camp last month. The Maine Beer & Wine Distributors Association and Kennebec Valley YMCA played key roles in the funding and scholarships for those attending Julia Clukey’s Camp for Girls, which now is in its third year.
As part of its support, the Maine Beer & Wine Distributors Association donates scholarships each year to provide the opportunity for underprivileged girls to attend the summer camp. In total, the association has donated more than $10,000 in scholarships to the camp. Clukey and the association also work together on public service announcements about the importance of responsibility and good decision-making.
“Our members are proud to support Julia and her outstanding commitment to reach Maine’s youth,” said Cheryl Timberlake, executive vice president of the Maine Beer & Wine Distributors Association, in a statement. “During the past three years, our eight family-owned distributors have seen the unique ability and passion that she has to connect with young people. We are thrilled to be able to contribute to Julia’s camp so she can continue her outreach and share her story of hard work and the importance of living a healthy lifestyle. We know our scholarships will help provide a great opportunity for young girls to learn from an outstanding role model.”
No matter what the activity, those in the beverage space are making sure everyone has a blast this summer.