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  1. Venues & Destinations
  2. United States
  3. Miami / South Florida

Inside the Sponsor Strategy at the South Beach Wine & Food Festival

From sampling to social media, sponsors of the festival sought to keep guests entertained and well-fed.

Tracy Block
March 5, 2018

The 17th Annual Food Network & Cooking Channel’s South Beach Wine & Food Festival attracted more than 60,000 attendees to events that took over tents, restaurants, hotel pool decks, and other venues throughout South Beach and into Fort Lauderdale. With nearly 100 events acting as a canvas for brand-building, sponsors took the time to plan and activate effectively throughout the five-day festival, which ended February 25.

“Some bigger brands know exactly what they want, and some want to know what’s worked in the past, what creates the most buzz,” festival founder Lee Brian Schrager told BizBash.

At the Grand Tasting, Absolut promoted its newest vodka flavor from the citrus lineup, Absolut Lime. “Activating at the South Beach Wine & Food Festival is a no-brainer for this brand—engaging with our target consumers who arrive ready and are willing to learn more about their new favorite food and drinks,” said Bert Saville, Pernod Ricard Florida market activation manager.

The activation featured a greenery wall of ready-made cocktails—Absolut Lime Drop, Absolut Lime Mojito, and Absolut Lime Vodkarita—and “Absolut LimeUp” signage. Performance artists’ hands, clad in silver gloves, poked out from the wall to offer guests the “limeup” of drinks. “We achieved our engagement goals by luring guests over to our activation with intriguing performance artists, curated and managed by the talented Joe Plana & Co. of Miami. Living tree impersonators worked the front of the house, toying with guests and staging photo ops, while a team of ambidextrous hand models created a visual delight, playfully distributing samples to consumers through tiny serving portals of our Absolut Lime-Up Living Wall concept,” Saville said.

Saville said the brand avoided a strategy of “forcing consumers to take a picture in a photo booth,” to essentially create an organic social sharing experience, which encouraged them to “stay and play,” as additional Absolut team members volunteered to capture footage.

Friday night’s staple competition-themed Burger Bash welcomed background beef supplier Schweid & Sons as a main sponsor. This year, the sponsorship team created a centered space featuring a judge’s platform, a V.I.P. lounge, and a photo booth with branded signage and burger-theme props.

“Our goal was to create a fun space for the judges to enjoy, while at the same time providing attendees with a chance to feel like they were part of the burger-judging process,” director of marketing Amber Lynch said of the raised platform, which featured judges Andy Cohen, Jonathan Cheban, David Grutman, Zac Posen, Marc Murphy, and Lele Pons.

Another headlining sponsor that provided an effective branding experience for guests was King’s Hawaiian, which presented the Taste of Aloha and Art of Tiki Cocktail Showdown hosted by Anne Burrell. Also a competition setting, this event was smaller-scale with a late-night ambiance that took place around the pool of the Surfcomber hotel. Along with a menu of bites that used King’s Hawaiian products, the company offered a giant photo frame where guests could pose for photos. Entertainment included live art from Brian Owens and a performance from Hawaiian vocalist Anuhea.

On-theme giveaways were also part of the event strategy, said Courtney Taira, brand spokesperson and granddaughter of the company’s founder. Gifts included high-quality canvas picnic bags with the King’s Hawaiian logo and pineapple-shape cutting boards, along with sunglasses and breath mints. “We are confident that our presence at the festival amplifies our company’s Hawaiian heritage,” Taira said.

Bacardi USA sponsored eight events, showcasing its full portfolio throughout the festival. In celebration of National Margarita Day on February 22 at Tacos After Dark, Cazadores featured a Make-Your-Own Margarita Bar, where guests selected their ingredients from fresh juices to garnishes atop the Lowes Miami Beach pool deck. Also notable was the Dewar’s Whisky Emporium at the Grand Tasting, which invited guests into a trailer that told the history of the Dewar’s family. On the sand outside of the activation, attendees played chicken bingo while sipping frozen Penichillin cocktails and snacking on familiar Scotch Eggs, which the brand has concocted at previous festivities.

On Saturday night, Bacardi returned to present the second installment of the tented event, this year named Walshy Fire’s Rum & Bass Beach Party. Guests posed at street art-theme backdrops with speakers and in front of Bacardi bat-wing cutouts, while Walshy Fire spun the mood music. “We are proud to be a sponsor of the South Beach Wine & Food Festival, and look forward to continuing to be a part of the best event on Miami Beach for years to come,” said Molly Logan, sponsorship manager of Bacardi USA.

Illy beta-tested its patented Cold Brew Air system at the Grand Tasting, which is put through a special tap to add air into the popular chilled coffee drink. “We do it in a unique way versus other systems on the market, like bars, cafes, and hotels,” said the brand's PR director, Adam Paige. Illy produced nearly 250 gallons of cold brew for the crowds over the weekend, along with staging a whimsical photo opportunity with oversize espresso cup props.

Additionally, Illy’s master barista Girogio Milos created a molecular-style espresso martini caviar at Fontainebleau’s Best of the Best, where the barista has become something of brand experience himself. “Milos is like a top chef or a mixologist—he has attended the festival for almost a decade,” Paige shared. “His mom worked at Illy since he was a kid, and he’s worked for Illy since he was 20 years old.”

Food Network and Cooking Channel
Food Network and Cooking Channel

Title sponsors Food Network and Cooking Channel had an oceanfront pavilion next to the Grand Tasting. Chad Hudson Events designed and produced the activation, with scenic build, signage, and audiovisual from 15/40 Productions.

Photo: Chad Hudson Events for Food Network and Cooking Channel
Food Network and Cooking Channel
Food Network and Cooking Channel

Inside, the space had a beachy vibe with honeycomb-print wall coverings and framed photos of personalities from the two television networks. Designer8 and Panache provided furniture rentals, and Kitanim did the floral designs.

Photo: Chad Hudson Events for Food Network and Cooking Channel
Sweet-Moves: Late-Night Desserts & Dancing
Sweet-Moves: Late-Night Desserts & Dancing

An edible garden by Sweet Guilt allowed attendees to pick floral treats at Sweet-Moves: Late-Night Desserts & Dancing hosted by chef Bobby Flay and his daughter, Sophie. The event took place at Loews Miami Beach Hotel.

Photo: Seth Browarnik/WorldRedEye.com
Taste of Aloha and Art of Tiki Cocktail Showdown
Taste of Aloha and Art of Tiki Cocktail Showdown

Hawaiian vocalist Anuhea performed at the late-night event from title sponsor King’s Hawaiian. The event took place at Surfcomber, A Kimpton Hotel. The menu included Kiawe-smoked ahi dip made with King’s Hawaiian Original Hawaiian Sweet Bread Flats and oyster sauce from Ahi Assassins, Huli Huli-glazed chicken sausage with poi-oli, pickled dragon fruit, scallions and crispy chicken skin on the brand’s sweet rolls from Dog Haus, and Ahualoa sheep with King’s Hawaiian Sweet Island Ginger BBQ sauce prepared as Dukabokki from Pili Group.

“As the leader of Hawaiian foods, we were happy to showcase tremendous talent from highly regarded Hawaiian restaurants [from] across the country,” said Courtney Taira, brand spokesperson and granddaughter of the company’s founder.

Photo: Seth Browarnik/WorldRedEye.com
Taste of Aloha and Art of Tiki Cocktail Showdown
Taste of Aloha and Art of Tiki Cocktail Showdown

Different types of rum cocktails sponsored by Bacardi and shaken by local mixologists flowed at the event, which was hosted by chef Anne Burrell.

Photo: Seth Browarnik/WorldRedEye.com
Beachside BBQ
Beachside BBQ

Operation BBQ Relief served cherrywood-smoked pork belly burnt end sliders with artisan red slaw on Martin’s Potato Rolls at the Beachside BBQ.

Photo: Seth Browarnik/WorldRedEye.com
Beachside BBQ
Beachside BBQ

Smoked ribeye from 4 Rivers Smokehouse was served at the Beachside BBQ closing party.

Photo: Seth Browarnik/WorldRedEye.com
Beachside BBQ
Beachside BBQ

A savory twist on the familiar chocolate fountain, the barbecue sauce fountain was a main attraction from Operation BBQ Relief at the Beachside BBQ closing party.

Photo: Seth Browarnik/WorldRedEye.com
Rum & Bass Beach Party
Rum & Bass Beach Party

Walshy Fire provided reggaeton and island-themed tunes from behind a Bacardi DJ booth as the host of the Rum & Bass Beach Party.

Photo: Seth Browarnik/WorldRedEye.com
Rum & Bass Beach Party
Rum & Bass Beach Party

Frozen daiquiris were the popular featured cocktail from presenting sponsor Bacardi at Walshy Fire’s Rum & Bass Beach Party. One outdoor bar was surrounded by island-inspired greenery and featured oversize signage that listed cocktail ingredients.

Photo: Seth Browarnik/WorldRedEye.com
Rum & Bass Beach Party
Rum & Bass Beach Party

A photo op invited guests to pose in front of Bacardi bat wings. Cocktails at the event featured fresh coconuts and rum shots.

Photo: Seth Browarnik/WorldRedEye.com
Best of the Best
Best of the Best

Best of the Best host venue Fontainebleau presented a dessert buffet with an array of single-serving mousses topped with chocolates, coffee beans, and French macarons.

Photo: Seth Browarnik/WorldRedEye.com
Best of the Best
Best of the Best

A 400-plus-pound bluefin tuna was broken down into sashimi, and then doubled as a serving vessel. The display came from Blade, a restaurant at Fontainebleau.

Photo: Seth Browarnik/WorldRedEye.com
Salty Donut Master Class
Salty Donut Master Class

A new event from Salty Donut, the master class took guests to the back of house to see how the craft doughnuts are made, followed by a tasting. There were two separate seatings for the afternoon event.

Photo: Seth Browarnik/WorldRedEye.com
Family Ice Cream Social
Family Ice Cream Social

Bocas House presented a loaded milkshake at the first-ever Family Ice Cream Social, hosted by chef Duff Goldman at Loews Miami Beach Hotel.

Photo: Seth Browarnik/WorldRedEye.com
Grand Bloody Mary Brunch
Grand Bloody Mary Brunch

Part of an expansion of the Crave Fort Lauderdale series, the Grand Bloody Mary Brunch came to Point Royal at Diplomat Beach Resort in Hollywood. Point Royal's Geoffrey Zakarian hosted the event with chef Aaron Sanchez.

Photo: Seth Browarnik/WorldRedEye.com
Grand Bloody Mary Brunch
Grand Bloody Mary Brunch

Along with bubbly, wine, and rose, guests of the Grand Bloody Mary Brunch at Point Royal enjoyed passed and D.I.Y. Bloody Marys and Marias, courtesy of Hornitos Tequila and Effen Vodka. Signage helped guests find their way to their preferred beverage.

Photo: Seth Browarnik/WorldRedEye.com
Grand Bloody Mary Brunch
Grand Bloody Mary Brunch

Guests could top their drinks with a number of garnishes, from crawfish to shrimp to raw vegetable bundles.

Photo: Seth Browarnik/WorldRedEye.com
Grand Tasting
Grand Tasting

La Croix’s branded backdrop of packaged beverages made for a prime photo stop, complete with oversize fruit props, inside of the Grand Tasting tents.

Photo: Seth Browarnik/WorldRedEye.com
Grand Tasting
Grand Tasting

KitchenAid’s vintage postcard-style painted fence backdrop was a top photo spot for guests at the Grand Tasting.

Photo: Seth Browarnik/WorldRedEye.com
Grand Tasting
Grand Tasting

Absolut's Absolut Limeup activation inside of the Grand Tasting tents featured gloved hands poking through a foliage wall to serve cocktails to guests.

Photo: Seth Browarnik/WorldRedEye.com
Grand Tasting
Grand Tasting

Dewar’s Whisky Emporium incorporated games like chicken bingo to engage guests at the Grand Tasting.

Photo: Seth Browarnik/WorldRedEye.com
Grand Tasting
Grand Tasting

Scottish eggs with salmon caviar served as bites from the Dewar’s Whisky Emporium activation at the Grand Tasting.

Photo: Seth Browarnik/WorldRedEye.com
Grand Tasting
Grand Tasting

Impossible Burger served plant-based burgers at the Grand Tasting, and provided a “Bite Me” backdrop on the sand to encourage photos and social media posts.

Photo: Seth Browarnik/WorldRedEye.com
The David Grutman Experience
The David Grutman Experience

Nightlife impresario David Grutman brought back his David Grutman Experience for a second year to the Grand Tasting. DJ Alesso performed for guests.

Photo: Seth Browarnik/WorldRedEye.com
Harlem to Overtown Jazz Brunch
Harlem to Overtown Jazz Brunch

Live brass music was played by the Melton Mustafa Orchestra at the Harlem to Overtown Jazz Brunch, where chef Marcus Samuelsson gave Miamians a first taste of his still-unnamed upcoming restaurant. The event took place at the Black Archives Historic Lyric Theater.

Photo: Seth Browarnik/WorldRedEye.com
Midnight Eats: An Española Way Block Party
Midnight Eats: An Española Way Block Party

Taking over Española Way, the late-night Midnight Eats from Thrillist featured dishes and cocktails from local restaurants. DJ Action Bronson and chef Jean-Georges Vongerichten teamed up to host the new event.

Photo: Seth Browarnik/WorldRedEye.com
Midnight Eats: An Española Way Block Party
Midnight Eats: An Española Way Block Party

Duffy’s served a mini Nicoise salad presented in tuna cans at Midnight Eats.

Photo: Seth Browarnik/WorldRedEye.com
Oyster Bash
Oyster Bash

At Oyster Bash, chef Michael Cerny from Truluck’s showcased Kusshi oysters from Vancouver. Set on a custom ice bar and served on the half-shell, the oysters were topped with quick-pickled vegetables and cucumber caviar. The event took place at Lure Fishbar.

Photo: Seth Browarnik/WorldRedEye.com
Barry’s Bootcamp and Bites
Barry’s Bootcamp and Bites

Chef Robert Irvine helmed Barry’s Bootcamp and Bites, a new event held at 1 Hotel South Beach. The morning workout was followed by healthy brunch food and drinks.

Photo: Seth Browarnik/WorldRedEye.com
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