• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • About Craft Brewing Business

Craft Brewing Business

Professional Insight, Unfiltered

Craft Brewing Business Craft Brewing Business
  • News
  • Business & Marketing
  • Packaging & Distribution
  • Equipment & Systems
  • Ingredients & Supplies
  • Webinars & White Papers
  • News
  • Business & Marketing
  • Ingredients & Supplies
  • Packaging & Distribution
  • Equipment
  • Webinars & White Papers

What we loved most about SweetWater Brewing’s epic 420Fest

April 25, 2017Pete McNeil

Sweetwater Brewing 420Fest 123

SweetWater Brewing knows how to party. We took the trip to Atlanta to enjoy the three-day music festival that SweetWater hosts every year known as 420Fest. There are obvious things that are cool about this right off the bat — tough to beat a big party that celebrates music, beer and herbal refreshments. But here are three things that stood out to us the most.

 

1. The Green Eggs and Jam Private Party

Sweetwater Brewing 420Fest 43

So, not technically a part of the 420Fest agenda, but SweetWater uses this weekend as an opportunity to throw a party for its distribution and retail partners called Green Eggs and Jam. First off, if you haven’t been there, the SweetWater brewery is huge and awesome, and during this event it was filled with 600 of the brewery’s closest friends and all sorts of fun — giant games, live music, painted up hula-hoop dancers. We just thought it was a well done ‘thanks’ for its customers and partners.

One random person we spoke to was a manager at a World of Beer in Orlando. She was being recognized for how much SweetWater she has sold at her location and SweetWater paid for all of her travel expenses to this party and the music festival. We like cool, under the radar stuff like that. Just good business.

 

Sweetwater Brewing 420Fest 43

Sweetwater Brewing 420Fest 43
This is SweetWater’s PR guru Tucker Berta Sarkisian walking us through all of the new beers making their debut.

Sweetwater Brewing 420Fest 43

Sweetwater Brewing 420Fest 43

Sweetwater Brewing 420Fest 43

Sweetwater Brewing 420Fest 43

Sweetwater Brewing 420Fest

Sweetwater Brewing 420Fest 43

2. Beer education

Sweetwater Brewing 420Fest hops

Sure, most the 70,000+ festival attendees are just there to get weird and enjoy some tunes, as they would any other music festival. But in the SweetWater Experience tent, the brewery hosts a series of beer talks to deepen attendees’ relationships to the craft brewing industry and to the SweetWater brand. We particularly enjoyed the conversation with Zak Schroerlucke, marketing specialist for Crosby Hop Farm, who walked all of us through their latest varieties (which we also have way more about here).

Sweetwater Brewing 420Fest 43

Sweetwater Brewing 420Fest 65

Sweetwater Brewing 420Fest
The ultimate in scratch and sniff technology.

3. Ween

So, really only two takeaways. Ween was killing it in the rain and it was time to stop working.


 

nitro stout lawsons finest
Lawson’s Finest cans its Nitro Stout and other beers to know this week from SweetWater, Brooklyn Brewery and more
Blakes Beverage and Benchmark alliance
Blake’s Beverage and Benchmark Beverage team up to scale beyond beer
Ohio sign
Ohio’s craft beer industry delivers $1.29 billion economic impact in 2024
B3 Beverage team
Yards Brewing, Bald Birds and Two Roads unite to launch B3 Beverage Co.

Reader Interactions

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • Blake’s Beverage and Benchmark Beverage team up to scale beyond beer
  • Karbach Brewing explains inspiration behind award-winning Dunkels & Dragons can design
  • Harpoon Brewery opens first New Hampshire location in downtown Manchester
  • Vera hop debuts with bold flavor, public availability and GABF spotlight (here’s everything you need to know)

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • Blakes Beverage and Benchmark allianceBlake’s Beverage and Benchmark Beverage team up to scale beyond beer
    June 19, 2025
  • hops hop on bine brand hop yard sunsetVera hop debuts with bold flavor, public availability and GABF spotlight (here’s everything you need to know)
    June 19, 2025
  • Dogfish Head is the official beer of the JAWS 50th anniversary celebration this weekend
    June 19, 2025
  • beer globe global world map glass-001New BarthHaas report reveals 2024’s top 40 biggest global brewers
    June 16, 2025
  • beer-store-grocery-distribution-wholesaler-cartoon-renderingWhat craft brewers can learn from PMMI’s 2025 Beverage Packaging Trends Report
    June 12, 2025
  • Ohio signOhio’s craft beer industry delivers $1.29 billion economic impact in 2024
    June 11, 2025

Footer

  • Email Newsletter Sign Up
  • About Craft Brewing Business
  • Contact Us
  • Advertise on Craft Brewing Business
  • Media Kit Download
  • Privacy and Terms

© 2025 · CBB Media LLC

Continue ...

sponsored by