Michelob Ultra and the Big Quiet Want to Soothe Your SXSW With a Sunset Meditation

The beer brand continues to tap into health-and-wellness trends

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With so much to do and see, South by Southwest can be a frenzied festival. So Michelob Ultra wants to help attendees who may be experiencing sensory overload. The beer brand is hosting a sunset meditation, in partnership with mass-meditation movement the Big Quiet, on Sunday, March 10.

Michelob Ultra says the event, part of an activation it’s calling “Pure Golden Hour,” is the “first-ever sunset mass meditation.” Afterward, musical acts Miguel, Bishop Briggs and Cautious Clay will perform.

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