8th Edition: Trends in Marketing Communication Law
The alcoholic beverage industry has traditionally been one of the most active live-event sponsors. Whether it be sporting events, music festivals or sponsored brand-experience events, alcohol brands gravitate towards live events because they offer the opportunity to build a brand and sell an experience.
Event marketing had to shut down virtually overnight due to the COVID-19 pandemic, stemming the flow of advertising dollars from alcohol brands. Though the omicron variant has created a new obstacle to a full reopening, this has not stopped the return of live events.