Winter around the country has been brutal this year—but not so for Southern Californians, where temperatures have felt unseasonably summery many days. Capitalizing on that was Anheuser-Busch-owned beverage brand Shock Top, which launched its summer seasonal Lemon Shandy beverage on February 28 at a Ventura County lemon grove.
Given that the brew is made with real California lemon peels, the brand bussed a group of about 75 people—media members, social influencers, agency partners, and folks from the Anheuser-Busch brand team—to the Limoneira Citrus Ranch in Santa Paula, California, where it hosted the party in support of its campaign “72 Degrees and Shock Top.”
Shock Top brand manager Zach Hotz worked with experiential agency Group360 to produce the event, which centered on a colorful, seasonal meal served at a long banquet table. The food was inspired by Shock Top Belgian White and Shock Top Lemon Shandy beverages, with locally sourced ingredients prepared by Clark Staub, executive chef and owner of Full of Life Flatbread restaurant in Los Alamos.
From Limoneira, Shock Top is embarking on a cross-country journey to Boston—which was hit hard this winter—to bring a little sunshine and celebrate the end of winter with a summer-theme celebration on March 21 at the Castle at Park Plaza. The so-called ShockMobiles—branded Volkswagen Beetles outfitted in decor that resembles the brand’s mohawk mascot—are traveling the country to sample the brew.
The caravan will stop in nine markets before the Boston event. Shock Top drinkers can campaign to bring an early summer to their snowy city by using the hashtag #72andShockTop.
