Goose Island Launch

As creative lead for the Goose Island launch campaign in China, I developed a diverse series of events across Shanghai and Beijing. Spread across two cities, 15 venues and attracting the craft beer community, hundreds of media, KOL’s and thousands of guests - this was the largest and most comprehensive event campaign I’ve ever done. From a real brewery in a beer festival tent to the ‘Block Party’ live music festival – this successful launch established Goose Island as the leading international craft beer in China.

Launch Campaign Strategy Included:

Block Party - Live Music Festival
Beer Festival Tent
Brewer Training Sessions
Star Chef Media Dinners - Food & Beer Pairings
Live Performance Art Exhibitions
Tap Takeovers