Challenge

How do we increase brand affinity for one of the country’s leading craft beer brands in its hometown, and spearhead a music event that they can call their own?

Solution

In an event landscape where festivals value the highest bidder over long-term relationships, we sought-out to develop a proprietary Mill Street celebration. The result was Strange Brew- a celebration of craft beer, rock n’ roll, and the unusual, in a warehouse in the heart of the city.   We brought together 10 Ontario Craft Brewers, Toronto’s favourite food trucks, and the city’s top live bands on a bill headlined by supergroup Dwayne Gretzky.

Result

• An indoor/outdoor sold-out event at Toronto’s most unique, unconventional space – a former power plant-turned-steampunk furniture warehouse in Toronto’s emerging Junction neighbourhood.
• Selected as the top event of Toronto craft beer week by multiple publications
• Press coverage in The Toronto Sun, Toronto Star, BlogTO, NOW Magazine, Toronto Life, and others.