A collaboration with artist Rigo Leon and La Tropical in honor of Miami Art Week & Art Basel.
The project consisted of a LIMITED EDITION PACKAGE of the brewery’s flagship beer: La Original Amber Lager in a 16oz can. To spread the buzz we had a mural painted on North Miami Avenue promoting the can, this was done in tandem with numerous efforts, scroll to see what else we did!
LAUNCH PARTY. The can was launched during Miami Art Week / Art Basel weekend with a Havana Nights White Party event with live music.
PRODUCT MEDIA DROP. We delivered the cans to local influencers in the art, music and beer scene in South Florida the weekend before Thanksgiving. This resulted in many of them mentioning the can and the event over the long weekend.
GIVEAWAY. To generate awareness and attract new customers that support a connection to the art world we did a giveaway. People could enter to win online by simply inputting their email. The giveaway featured a 4-pack of the limited edition signed 16oz cans, a signed limited edition poster, signed coasters and merch.
NFT. To elevate art, beer, and Basel fun we launched an NFT of the can. This was projected onto the brewery tanks throughout Miami Art Week. The original NFT can be viewed and purchased here. It is sold as a package with a physical signed limited edition can and one of the artists paper boat sculptures.