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

Collaborating with the lead agency FACE Events, we took Goose Island’s existing Block Party and 312 Day Chicago event concepts and added a distinctly London spin to introduce audiences to Goose Island’s story and proposition.

Seeking out unique urban locations that reflected their events back home, we successfully staged live music events in technically challenging meanwhile-space locations. We negotiated performance and partnership deals with The Vaccines, Everything Everything, Frank Turner and White Lies, and had fun bringing their messages to life through creativity, collaborations and good times.

We undertook talent buying, event creative, production and project management, working hand-in-glove with a fantastic client and partner agency to curate 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.