The Beer Growth Initiative Launch

The Beer Growth Initiative is the collective of all beer brands within the industry's three trade groups - The National Beer Wholesalers Association (NBWA), Brewers Association (BA) and Beer Institute (BI), which announced its formation and the initial market launch of its “Beers To That” consumer campaign. To celebrate, Motive produced a launch event at Austin's, Pershing, which was designed to elevate & celebrate the beer category. The event featured curated spaces to invoke an experience to go with the #BeersToThat initiative along with campaign-style statements throughout the space. As you moved throughout the venue, guests could visit the Courtyard with hanging swings, a living wall from which they could pour beer, a DJ spinning beats and accompanying small bites. Another room designed to feel like a speakeasy, featured musical performances and the Brunch Bar had mixology creations, an instagrammable ingredient wall, "Bestie Booth" and of course, brunch bites alongside Beermosa fountains. On the. patio, guests could sit down with a live poet word-smithing a custom poem on a typewriter and then head into the Tarot room for a tarot reading to round out the introspective session. For a more mellow vibe, the Theater room offered a lounge space and film screening, or the Vinyl Room enabled guests to pick their favorite vinyl album and take it. for a spin on record players. To augment the campaign, four custom murals were created and now featured around the city of Austin.