Luxco® brands took their products to the people this year, engaging in experiential efforts at large food & music festivals and concert tours. The goal was simple: educate and activate consumers in a fun, memorable setting. Following are several highlights:

Thomas Rhett Tour Activation
Thomas Rhett’s summer tour provided a natural opportunity to leverage the Dos Primos® brand to create special experiences for consumers. In key markets throughout the summer, Dos Primos was featured in local on-premise activations, and VIPs were treated to special dinners, tastings and meet-and-greets with Thomas Rhett himself!

Goo Goo Dolls Tour Activation
The Penelope™ Bourbon brand sponsored the Goo Goo Dolls tour in 2023. VIP tastings of Penelope Bourbon were conducted at each stop, and each guest received a gift bag with Penelope and Goo Goo Dolls swag.

Richmond Beer, Bourbon & BBQ
The Richmond Beer, Bourbon & BBQ Festival in Richmond, Virginia,provided an opportunity to acquaint consumers with several Luxco whiskey brands, including Penelope, Yellowstone®, Rebel®, Ezra Brooks® and Remus®. For non-bourbon drinkers, The Quiet Man Irish Whiskey® and Dos Primos Tequila® were available as well. During the event, Luxco team members offered product samples and conducted tasting seminars for the nearly 1,800 attendees.

Outside Lands Festival
At the Outside Lands Festival in San Francisco, Yellowstone Bourbon’s “Park Rangers” sampling team distributed Yellowstone Bourbon park maps, encouraging festival goers to stop by participating accounts outside the music festival for free drinks and prizes. The team shared nearly 1,000 maps with attendees, helping to grow awareness for the brand and support for local on-premise partners.

Evolution Festival
The inaugural Evolution Festival in St. Louis drew thousands of people to Forest Park for unforgettable music, great food and stellar spirits. As the event’s beverage partner, Ezra Brooks Bourbon® enjoyed signage rights, its own section in the VIP area and the opportunity to supply plenty of Ezra Brooks Bourbon for all activations at the event. Two separate Ezra Brooks bars served signature cocktails featuring Ezra Brooks 7 Year Bourbon® and Ezra Brooks 99®.

Tampa Pig Jig
The annual Tampa Pig Jig in October provided an opportunity for the Yellowstone Bourbon team to engage with the 10,000-plus attendees of the food and music festival. Nearly 3,000 VIP attendees had an opportunity to visit the Yellowstone Bourbon activation area to enjoy a Yellowstone-smoked cocktail, learn about the brand and have a chance at winning prizes.