Hollywood Brewing has 2 locations, a microbrewery on the beach boardwalk and a large production facility off the beach. Having this as a resource I was able to open up the microbrewery to outside brewers and host an event unlike any other in the craft beer world (really). In the intention of winning some love in the local craft beer community and gaining some exposure through press Hollywood Brewing hosted an event where we invited six home brewers to our BrewPub on the beach to brew their own personal recipes. Their beers were then sold at the BrewPub and 50% of all sales when back to the original brewer. Hollywood provided as many ingredients as possible minus specialty ingredients such as toasted coconut flakes or hibiscus flowers. The point was to make this as least burdening on participants as possible. Prize money was given at a grande finale party after all brews were sold where each participant was called up to receive their envelope, all streamed live on the company Facebook page.
Responsibility: Overseeing the project in its’ entirety. Promoting the project to collect applications, sourcing home brewers and selecting participants. Coordinating dates and logistics including ingredients and for a technician to be on-site for the duration of the brewing. Overseeing entire brewing process with each participant which was a 12+ hour affair for each brew. Sought out PR for exposure of the project in increase awareness of the BrewPub’s location as well as shed light on the home brewers that participated.
Acquired PR:
Miami Herald & Miami.com