St. Patrick’s Day celebrations in Chicago are epic and Guinness is an iconic brand. With the purpose of building hype around the Guinness Open Gate Brewery opening in Chicago, Diageo worked with All Terrain to produce a preview party for media, influencers and executives during St. Patty's Day Weekend. We transformed a local Chicago venue and highlighted all elements that the brewery will feature. We worked culinary partner Stefani Group to curate Guinness and food pairings menu. The event also featured many touch points for attendees to learn more about the past & future of Guinness, including:

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• Community Programming: Guests were able to learn more about OGB Partnerships in the Chicago Community (Open Water, Cane Collective, and Learning Skills For Life ) 

• Guinness Timeline: Guests could walk around a museum-style exhibit of Guinness's history leading up to the OGB Chicago opening.

• VR Experience: Guests were able to experience the future Open Gate Brewery in Chicago space through a 4 minute virtual reality experience

• Photo Op Guests could grab a family-style portrait with friends in this branded photo op station.

• Retail & Customization Station: Guests could grab their OGB branded apparel and have it monogrammed by an onsite embroidery team, while also getting a sneak peak at additional merchandise they can expect at the brewery.

 

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