SPONSORSHIP OPPORTUNITIES1lw5a72c75mn2j610x2vobqg-wpengine.netdna-ssl.com/wp... · SOCIAL MEDIA STRATEGY Thirst Boston pursues an integrated approach to social media including targeted

THIRST BOSTON 2020 SPONSORSHIP OPPORTUNITIES

SPONSORSHIPOPPORTUNITIESAPRIL 24 - 26, 2020 | BOSTON, MA

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THIRST BOSTON 2020 SPONSORSHIP OPPORTUNITIES2

51%FEMALE

1,500TICKETS SOLD

49%MALE

1 - 9

10 - 19

20 - 50

50+ Guests

2019 IN REVIEWDEMOGRAPHICS

ATTENDEE DATA

60%TRADE

40%CONS-UMER


EARNED MEDIA STRATEGYThirst Boston garnered significant attention from local and national media in print and online. Our media strategy focused on highlighting partners through creating compelling stories and images that fed into the larger Thirst Boston narrative. Stories were designed for sharing across multiple platforms to increase impressions, and amplify voice.

423,900+EARNED MEDIAIMPRESSIONS



2017 2018 2019

2019 IN REVIEWEARNED MEDIA


LIKES & COMMENTS2019228,894

201710,500

201829,945

201728,925

201826,925

201926,516

LIKES & COMMENTS

SOCIAL MEDIA STRATEGYThirst Boston pursues an integrated approach to social media including targeted content, selective boosting, and partner-ships with local and national influencers. Extending beyond the cocktail community echo chamber, Thirst Boston’s content utilizes parallel verticals in the luxury space to amplify voice and extend reach.

2017339

2018411

2019314

COMMENTS & RTs

IMPRESSIONS IMPRESSIONS20193.19M

20174.8M

20185.1M

201735,200

201876,375

20193,200

2019 IN REVIEWSOCIAL MEDIA


UNIMPEACHABLE DEDICATION TO EDUCATION

PROVEN TRACK RECORD PARTNERING WITH BRANDS TO MAXIMIZE ROI

DEEPLY ENTRENCHED TRADE RELATIONSHIPS

PRODUCER OF COUNTLESS CONSUMER-FACING SPIRIT EDUCATION EVENTS

EXPERTS IN EVENT LOGISTICS& BRAND ACTIVATIONS

WHO ARE WE?

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WORKING WITH NON-PROFIT 86WASTE

STRIVING TOWARD A WASTE-NEUTRAL FESTIVAL FROM START TO FINISH

NO SINGLE USE PLASTIC STRAWS, CUPS, OR WATER BOTTLES

COMPOSTING AT EVERY EVENT

RECYCLING GLASS, CARDBOARD & ALUMINIUM

SUSTAINABILITY

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EDUCATION: THE HEARTOF THIRST BOSTON

CLASSES | TASTINGS | ROUND TABLES | SEMINARS | TRAININGS

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QUALITYThirst Boston is committed to presenting the highest quality educational instruction, taught by the best and brightest of the food and beverage industry.

FIRMLY ROOTED IN NEW ENGLANDWhile we welcome presenters, sponsors, and topics from all over the world, our classes, events, and programming acknowledge a sense of place.

TARGETED CLASSESThirst Boston attracts an organic mix of Trade and consumers. Classes and events at Thirst Boston are designed to silo specific demographics, allowing brands to focus their marketing efforts-- and dollars-- on multiple concentrated targets.

DEEP DIVESClasses are 90 minutes long: allowing time for in-depth coverage, for relationships to be created, and for Q&A.

BEYOND THE POWERPOINTThirst Boston is committed to embracing multiple teaching formats-- including hands-on classes, discussions, and categorical tastings-- to empower different types of learners.

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2019 EDUCATIONKEY PILLARS


CATEGORICAL TASTINGS

HANDS-ON TEACHING KITCHENS

DISTILLERS ROUND TABLES

DEEP DIVE SEMINARS

BAR TOP INSTRUCTION

EDUCATIONALPROGRAMMING

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CLICK TO WATCH VIDEO

https://vimeo.com/328690808

https://vimeo.com/361795450/c9f8998750


$500 / PLACEMENT**Sponsors are responsible for providing two bottles of sample product.

EDUCATIONCATEGORICAL TASTINGS

A comprehensive category discussion, with a guided tasting from top-level representatives of multiple brands.

TASTING MATAttendees are welcomed with a tasting mat of five glasses, each of which corresponds to a presenter on the panel (ambassador, owner, distiller).

MODERATORA knowledgeable industry leader introduces the topic and facilitates each panel member to lead a guided tasting of his or her dedicated glass, and then a discussion of the category.

WHAT IT LOOKED LIKE IN 2019Categorical tastings are some of the most popular classes, bringing together unparalleled dialogue among some of the key players from producers big and small.

AVAILABLE CLASSESFRUIT SPIRITS | AMERICAN SINGLE MALT FERMENTATION AS FLAVOR | NATURAL WINE

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$1,000 / CLASS* ALL-IN, FULLY ACTIVATED*Subject to adjustment based on required ingredients and tools.

Many of us learn by doing: Thirst Boston is thrilled to once again offer hands-on learning in state-of-the-art teaching kitchens at our Educational Headquarters.

DEDICATED STATIONSHands-on classes offer attendees a station with the tools and ingredients they need to actively participate in the learning experience: putting learned concepts into immediate action.

PERSONALIZED INSTRUCTIONThese classes are capped at 15 people to ensure each learner is able to get individual attention from the instructor.

WHAT IT LOOKED LIKE IN 2019Hands-On classes got rave reviews from presenters and attendees alike including: The Art of the Old Fashioned, Carbonated Cocktails, and Shaken Cocktails at Home (pictured)

POTENTIAL CLASS FOCUSINTRO CONSUMER | ENTHUSIAST | TRADE

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EDUCATIONHANDS-ON TEACHING KITCHENS


$750 / CLASS* ALL-IN, FULLY ACTIVATED*Sponsors will be responsible for providing two bottles of each sample product.

This is an opportunity to explore and present your brand while connecting with attendees in a small group setting. Round Tables offer a coveted seat with an undisputed expert.

INTIMATE CLASSROOMSLimited to 12 seats. No PowerPoints.

ACCESS TO DISTILLERS & PRODUCTION TEAMSLearn about the brand from the folks who make it.

STRAIGHT SPIRITS ONLYSuppliers may choose to offer straight spirits for tasting but no cocktails will be served.

SELECTED PAST ROUND TABLES● Kendra Scott, Anchor Distilling (pictured)● Dave Pickerell, WhistlePig● Bridget Firtle, The Noble Experiment

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EDUCATIONDISTILLER’S ROUND TABLE


$1,000 / CLASS* ALL-IN, FULLY ACTIVATED*Additional fee for featuring more than 2 cocktails or more than 5 spirits.

Both Thirst Boston and OFFSITE are built on a strong foundation of education and Professional Development. In 2020 Thirst Boston will continued to elevate the level of discourse, with a focus on bringing high-level education to interested, engaged guests who are hungry for knowledge.

COMMUNITY-GENERATED CONTENTThirst Boston conducts interviews, surveys, meet-ups and systematic trend-tracking with influential individuals throughout the community to hear what people want to learn about. The people--both seated at and working behind the bar--have spoken and this year’s suggested classes are based on what they want to learn about.

CONSUMERS & TRADEThirst Boston offers educational opportunities to novices and seasoned veterans alike, marketing to them accordingly.

POTENTIAL CLASSESFROZEN DRINKS| CULINARY COLLABORATIONSECONDARY MARKETS | EVENT LOGISTICS

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EDUCATIONDEEP-DIVE SEMINARS


$1,500 / CLASS* HELD AT DRINK & SHORE LEAVE Price does not include T&E costs for out-of-town experts.

Get out of the classroom and into a venue where real learning can happen: the bar.

BAR-TOP CONVERSATIONWe present the ideal environment for our bartender- presenters to hold court and serve drinks: free from loud music, busy weekend-night distractions, or pressing crowds (classes capped are capped at 20).

REPUTABLE EXPERTSAttendees pull up a stool at the bar of an esteemed expert and bask in their knowledge.

PAST CLASSES...● Jackson Cannon, Great Bars and Classic Drinks● Nico de Soto, International Influence on Cocktails● Brian Miller, Tiki: History and Practice● Jim Meehan & Brother Cleve, Punch

FULLY ACTIVATED.

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EDUCATIONBAR TOP INSTRUCTION

POTENTIAL EXPERTSASK ABOUT OUR LIST OF INTERESTED EXPERTSOR PROPOSE YOUR OWN...


$1,800 Does not include purchased cocktails at an account along the way.

Get out of the classroom and learn about the history of drinking in Boston (from a man who was a first-hand witness!).

WHAT IT LOOKS LIKELeaving from Educational HQ, the tour takes attendees through Bay Village, the Theater District, and Chinatown, with stops along the way to highlight historic watering holes.

BRANDED PHYSICAL COLLATERALGuests receive Cleve’s Ghosts of Cocktails Past original booklet with your brand’s logo and a classic cocktail featuring your brand from Brother Cleve.

POPULAR AND BUZZY Along with Categoricals, Walking Tours are consistently the most popular classes, and sell out the quickest. Historically, press also love to cover Walking Tours.

ALL-IN, FULLY ACTIVATED

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EDUCATIONWALKING TOUR

LED BY BOSTON’S OWN COCKTAIL GODFATHER

BROTHER CLEVE


THIRST BOSTON PREVIEW EVENT

BOSTON COCKTAIL BINGO

MARKETINGPARTNERSHIPS

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$2,500* FULLY ACTIVATED*Two Available. Branding and additional placements to be discussed.

Each year, a month before the festival, Thirst Boston offers a sneak peek to influencers and press. A carefully curated group of attendees are offered exclusive access to some of Boston’s best bartenders making delicious cocktails and talking about the upcoming events of Thirst Boston. Sponsorship ensures exclusive placements at this one-of-a-kind Boston-focused promotional event.

Our 2017-2019 Preview Event social numbers:

53SOCIAL MEDIA INFLUENCERS

665K+COMBINED FOLLOWERS

9,734LIKES, SHARES, & COMMENTS

INCLUDED IN SPONSORSHIPCATEGORY EXCLUSIVITY| NATIVE CONTENTINTIMATE ACCESS TO INFLUENCERS & PRESS TOP BARTENDING TALENT | PRESS LEADS

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MARKETING PARTNERSHIPTHIRST BOSTON PREVIEW EVENT


$300 / SKU

2019 Participating BarsA4CADEBACKBARBAR MEZZANA BETTER SORTS BLOSSOM BAR BRICK & MORTAR BUTCHER SHOPCHICKADEECRAIGIE ON MAINDEEP ELLUMDRINKEASTERN STANDARDLION’S TAILLONE STARNO.9 PARK SHOJOSHORE LEAVESILVERTONESMOKE SHOPTHE AUTOMATICTHE HAWTHORNETRINA’S STARLITE LOUNGEVARIETY BAR

For the whole month of April, we’ll be in bars around Boston promoting the festival and playing Thirst Boston Cocktail BINGO! Each participating bar will be given a list of featured spirits from which to create a 2-3 cocktail menu that they will run for the whole month. Guests order off the featured menu, and receive a stamp on their BINGO card; winning BINGO cards are collected by Thirst Boston during the festival, and selected to receive cash prizes.

Thirst Boston coordinates with top tier cocktail accounts from the Boston area to design and print featured cocktail menus, which are offered along with BINGO cards for a full month of on-premise placements.

Sponsors will received a target account list of participating bars--and the names and emails of the buyers at each--2 weeks prior to the cocktail recipe deadline.

INCLUDED IN SPONSORSHIPINCLUSION ON BINGO FEATURED SPIRIT LISTSOCIAL PROMOTION | 10 SKUS AVAILABLELEAD LIST AT TOP TIER COCKTAIL ACCOUNTS

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MARKETING PARTNERSHIPTHIRST BOSTON COCKTAIL BINGO


OPENING NIGHT

STATE LINES

BLENDER BENDER

EXPERIENTIALACTIVATIONS

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AFTER PARTIES

POP-UP BARS

BITTERS BOUTIQUE


$5,000 SELF ACTIVATED*

*ask about turnkey, fully-activated pricingOn the first night of Thirst Boston, enthusiasts, bartenders, presenters, and brand representatives from all over the country gather in a single place as one Brand or Portfolio hosts the Kick-Off Party in an exclusive time slot.

WHO’S WHO A room full of some of the most influential folks in the spirit industry all drinking your featured cocktails.

HANDS ON OR WALK ONFor those who want it, OFFSITE and Thirst Boston can offer turnkey activation: including venue selection and negotiation, cocktail strategy, staffing, promotion, and decor. If you’d rather handle it in-house, Thirst Boston will step aside, and focus on filling the room with the right people.

SPONSORSHIP INCLUDESPROMOTION TO TRADE ATTENDEESINTRODUCTIONS TO TOP TIER ACCOUNTSTURNKEY ACTIVATION AVAILABLE

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EXPERIENTIAL ACTIVATIONOPENING NIGHT | APRIL 24


State Lines is back for year four! A state fair with delicious cocktails made by New England’s finest, amid a sprawl of local artisans and producers of food- and beverage-related products.

PAVILION BAR SPONSOR 6 AVAILABLE | $3,500Each Pavilion Bar represents a state of New England (plusNova Scotia!) and features influential bartenders from there offering a signature cocktail list dedicated to a single brandor portfolio. Cocktails are made a la minute and served in full-sized glassware: sponsorship includes 2 hosted bartenders, bar, backbar, product, modifiers, glassware, and ice.

FEATURED SAMPLING SPONSOR* MULTIPLE | $1750In addition to Sampling Booth benefits, Featured Sponsorswill be paired with a New England-made N/A ingredient,and will offer sample-sized cocktails featuring both products.

SAMPLING BOOTH SPONSOR MULTIPLE | $500A designated station to showcase your wares, availableto producers, suppliers, brewers, makers, bakers, etc. Measured, neat spirit samples of up to 4 SKUs.

*FEATURED SAMPLING SPONSOR NEW THIS YEAR!

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EXPERIENTIAL ACTIVATIONSTATE LINES | APRIL 25

https://vimeo.com/361795433/af61dd65aa


$2,000*ALL-IN, FULLY ACTIVATED*Branding and signage to be discussed.

NEW ENGLAND’S BESTEach sponsor is assigned a team of 3 bartenders who create and serve an original cocktail featuring their sponsor’s highlighted product at a dedicated, branded station.

CONSUMER & TRADEIn 2019, the assembled crowd of 300+ attendees was a nearly exact 50/50 split of trade and consumer.

THE NEXT GENERATIONThe most common feedback that we receive from Trade over the course of the year is that they want to be on a Blender Bender team!

PREFERED MODIFIER SPONSORSHIP - 1 AVAILABLE | $1500Teams love using quality liqueurs. In 2019, our preferred modifier was used in the cocktail recipes of 5 teams (that’s 15 bartenders mixing with your product!).

SPONSORSHIP INCLUDESDEDICATED BAR | TRADE FROM 3 ACCOUNTS SAMPLING FOR 300+ ATTENDEES MENU PLACEMENT | TURNKEY BEV. LOGISTICS

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EXPERIENTIAL ACTIVATIONBLENDER BENDER | APRIL 26

https://vimeo.com/361795396/4eb8a1de3d


$1,000*SELF-ACTIVATED*Six available: 2 per night Friday, Saturday, and Sunday.

After Parties offer a chance to continue the celebration after the evenings’ featured events have ended.

TRADE & CONSUMERSAfter Parties draw both consumer attendees and the bartenders who worked the evenings’ previous events.

PREMIER TIMESLOTLimited to two per evening, Thirst Boston coordinates After Party locations so that guests can attend both events that evening, and brands can get more unique impressions.

PROMOTION Thirst Boston lists the events on our calendar, and promotes them through social media, in-person promotion, and an announcement at the end of the preceding evening event.

SPONSORSHIP INCLUDESINCLUSION IN OFFICIAL PROGRAMMINGCOVETED LATE-NIGHT TIME SLOT PROMOTION AT PRECEDING EVENT

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EXPERIENTIAL ACTIVATIONAFTER PARTIES | APRIL 24 - 26

TRADEATTENDEES

84%


$2,000**Four available. 3 cocktail maximum. Branding and signage to be discussed.

Host a pop-up bar in Thirst Boston HQ and offer sample cocktails to attendees in between classes. Liquid-to-lips sampling in the cocktail occasion: a great way to dovetail with educational content.

YOUR OWN SPACEYou will have access to a dedicated space for the duration of your sponsorship, including a 30 minute set-up window.

WALK-ON BARThirst Boston will provide a bar and backbar from which to present your brand as well as tools, ice, and juices. Sponsorship does not include staffing.

CAPTIVE AUDIENCEBetween classes students are able to stop by, sample a cocktail, and learn about your brand or portfolio.

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SPONSORSHIP INCLUDESPREMIUM LOCATION | MENU PLACEMENT STANDARD INGREDIENTS | PRODUCTWALK-ON BAR STATION

EXPERIENTIAL ACTIVATIONPOP-UP BARS


$1,500 SPIRIT SPONSORSHIP $250 BITTERS SPONSORSHIP

Attendees taste through the world of bitters on their own, and as they work in a classic Old Fashioned. The Bitter Boutique offers guests at Thirst Boston the opportunity to sample bitters from around the world, and to customize their own old-fashioneds.

BITTERS SPONSORSHIPYour brand featured at the Bitters Boutique.

SPIRIT SPONSORSHIP - 2 AvailableExclusive spirit sponsorships - 1 at HQ, 1 at State Lines

TURN KEY ACTIVATIONThirst Boston will staff and stock the bar.

RICH DATAThirst Boston will capture in-situ data and provide feedback from consumers and trade alike.

SPONSORSHIP INCLUDESCOCKTAIL ACTIVATION | PREMIUM LOCATION HEADLINING BILLING | EXPERT BAR STAFF

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EXPERIENTIAL ACTIVATIONBITTERS BOUTIQUE


$1,500 SPIRIT SPONSORSHIP $500 SODA SPONSORSHIP

Highlighting the importance of soda in the crafting of the perfect Highball. Attendees taste through the world of sparkling water, and see how they work in a classic highball.

SODA SPONSORSHIPYour brand exclusively featured as the spirit at the Highball Bar.

SPIRIT SPONSORSHIP - 2 AvailableExclusive spirit sponsorships - 1 at HQ, 1 at State Lines.

TURN KEY ACTIVATIONThirst Boston will staff and stock the bar.

RICH DATAThirst Boston will capture in-situ data and provide feedback from consumers and trade alike.

SPONSORSHIP INCLUDESCOCKTAIL ACTIVATION | PREMIUM LOCATION HEADLINING BILLING | EXPERT BAR STAFF

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EXPERIENTIAL ACTIVATIONMIX & MATCH HIGHBALL BAR


OFFICIAL THIRST BOSTON SWAG

PROGRAM GUIDE AD

BEER SPONSORSHIP

N/A BEVERAGES

SAFE RIDE SPONSORSHIP

ADDITIONALOPPORTUNITIES

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OFFICIAL T-SHIRT $2,000Your logo on every Thirst Boston t-shirt, worn by all volunteers and given to presenters and Trade partners. Stylish and soft, Thirst Boston shirts are spotted in the wild year round.

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ADDITIONAL OPPORTUNITIES

OFFICIAL REUSABLE BOTTLE $2,000Co-branded with Thirst Boston, water bottles will be given to all attendees, and staff. With water fill-up stations available, hydration will be sustainable and accessible.

PROGRAM GUIDE AD $300Full-page, color ad in our program guide, which is given out leading up to the festival, as well as at Thirst Boston HQ.

BEER SPONSORSHIP* $2,500Be the only full-serve beer available at our marquee events.Includes pre-event, and post-event social media promotion.*Two Available: State Lines & Blender Bender

N/A BEV. SPONSORSHIP* $1,500Category exclusivity on prefered ingredient lists for State Lines, Blender Bender, and at Thirst Boston seminars. *3 Available: Sparkling, Sodas, & Ginger Beer

SAFERIDE SPONSORSHIP* $2,000Social responsibility was never this easy: Thirst Boston distributes ride-share codes that promote your brand.*2 Available: additional branding to be discussed.


DECEMBER 15Deadline for EARLY BIRD RATE*

FEBRUARY 14Deadline For All Sponsorships

FEBRUARY 28Seminar & Event Descriptions Due

APRIL 24 - 26 THIRST BOSTON

IMPORTANTDATES

*EARLY BIRD RATE. 15% off all sponsorships

when paid within 30 days

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MAUREEN HAUTANIEMI

NICK KORN

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[email protected] | (617) 759 1865

[email protected] | (617) 784 4240

Documents

SPONSORSHIP OPPORTUNITIES1lw5a72c75mn2j610x2vobqg-wpengine.netdna-ssl.com/wp... · SOCIAL MEDIA STRATEGY Thirst Boston pursues an integrated approach to social media including targeted