The UK market launch of craft brewer Goose Island Beer Co. was activated through multiple events that brought to life the things they do best stateside: live music, artisan food, urban culture and lots of fantastic beer.

In collaboration with lead agency FACE Events, Goose Island’s existing Block Party and 312 Day Chicago event concepts were given a distinctly London spin to introduce audiences to the brand's story and proposition.

Seeking out unique urban locations that reflected the events back home, live music shows were successfully staged in technically challenging meanwhile-space locations. Performance and partnership deals were secured with The Vaccines, Everything Everything, Frank Turner and White Lies, bringing the core messaging to life through creativity, collaborations and good times.

Comprehensive delivery spanned talent buying, event creative, production and project management. Working hand-in-glove with the client and partner agency ensured the curation of experiential and VIP events that stood out from the crowd.

Over multiple successful events, thousands of fans, media and influencers discovered great beers and gained an authentic understanding of what Goose Island Beer Co. is all about.