Finding Serenity at SXSW With Michelob Ultra's Sunset Meditation Event

The beer brand's first activation for the festival brought a much-needed calm

SXSW may be one of the most frantic, boisterous festivals out there—and that’s exactly why Michelob Ultra challenged itself to create a moment of peace and tranquility for thousands of attendees in its very first SXSW activation.