South Beach Wine & Food Festival: the Biggest Brand Activations and Parties

At this year’s South Beach Wine & Food Festival, the culinary offerings came paired with social media. At the Q, a sign at each chef’s station listed event sponsors and Twitter handles, encouraging guests to tweet favorite dishes and images throughout the weekend. The #SoBeWFF official hashtag was projected at the tent’s central bar, while at the Grand Tasting Village, activations with social media components were a popular draw for attendees.

Here’s a look inside the festival’s iconic white tents and other South Beach venues that hosted the biggest parties and events.

The Q After Dark

The topiary "Q" from an earlier event's step-and-repeat became a platform for Cirque du Mansion aerialists and entertainers during the Q After Dark.

Photo: Angela Pham/BFAnyc.com

The Q

Inside the EventStar tents, gigantic white LED fixtures projected multicolored spirals onto the walls in a treatment from Designs by Sean. The festival's kickoff event, a barbecue-focused affair hosted by Paula Deen and her sons Jamie and Bobby, saw a strong focus on sponsored lounges. Godiva’s dessert lounge provided truffles and cobbler, along with seating at low tables with white couches.

Photo: Madison McGaw/BFAnyc.com

Godiva Indulge

For Godiva's Friday-night dessert party, host Duff Goldman from the Food Network's Ace of Cakes created a multilayer, Art Deco cake in pink, teal, and brown shades. Goldman served up three varieties of cake for guests to nosh on, along with three truffles he created from Godiva chocolate.

Photo: Elizabeth Renfrow for BizBash

Godiva Indulge

Chai s’mores from Janna Wardle of BLT Steak were an innovative and eye-catching creation.

Photo: Elizabeth Renfrow for BizBash

Godiva Indulge

As a clean way to add branding to the event, Godiva projected its logo onto the Highbar pool at Dream Hotel.

Photo: Elizabeth Renfrow for BizBash

Guy Fieri's Reggae Jam With Ziggy Marley Live

Reggae scion Ziggy Marley performed for the official closing party at the Ritz Carlton South Beach. The musician also used the opportunity to introduce his Ziggy Marley Organics line of the flavored coconut oils and roasted flavored hempseeds. Panache provided rentals.

Photo: Carly Otness/BFAnyc.com

South Beach After Dark

The Cosmopolitan of Las Vegas hotel headed east to host the South Beach After Dark after-party Saturday at Estiatorio Milos. The hotel's mixologists created cocktails for the event including First Crush, which mixed Grey Goose la Poire, St. Germain, Kim Crawford Sauvignon Blanc, rosemary-infused honey syrup, and lemon juice.

Photo: Alex Markow

Amstel Light Burger Bash

Amstel Light again sponsored the Burger Bash, which saw Bobby Flay win the People’s Choice award—which Michael Symon had won the previous three years. Flay served a green chile cheeseburger topped with potato chips.

Photo: Carly Otness/BFAnyc.com