Trade Events and Marketing: Great American Beer Festival

In 2016, Mint led Brooklyn Brewery to produce their first scaled trade activation at one of the craft beer industries largest public and trade events: The Great American Beer Festival (GABF). Based on this initial success, Mint went on to directly produce and lead her own in-house events team to produce future renditions between 2017-2019. GABF regulars saw 60,000 public attendees during those years, within another substantial cohort in attendance of the nation's lead buyers, retailers, and other key industry officials. GABF served as an opportunity to do high level brand experience and engagement, conduct mass sampling to grow afffinity for new and existing products, engage in relationship management with key partners, and pre-launch and test future concepts. The GABF activations created a model for national and international trade marketing.