Beer & Spirits

As In-Person Events Return, Alcohol Brands Seek to Entertain Consumers With High Expectations

Marketers aim to raise the bar by mixing the physical with the digital

a crowd of people standing in front of a stage, where bottles of liquor and beer are performing — The world has changed, and brands need to change with it.Photo Illustration: Adweek; Jagermeister, Absolut, Tito's Heineken

By Paul Hiebert

April 22, 2022

In-person events have returned. That means event-based marketing has, too.

Paul Hiebert

Paul Hiebert is Adweek's senior reporter covering CPG companies and the broader business of commerce.

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