• 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
  • COVID-19

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.


 

fort point both-ciders-3
Fort Point Beer debuts cider line, explains why ciders instead of seltzers
Fat-Tire-cans
Fat Tire and other craft beer legacy brand updates to know in 2023
Let’s crush on Crosby Hops’ new cryogenically processed lupulin pellets (CGX)
Allagash-Crowns-Hops-Cur-8-4-pack-Badge
Allagash, Crowns & Hops collab to support racial equity and more beers to know this week

Reader Interactions

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • The all-new Papago Brewing taproom opens Friday
  • Michigan’s Dog Star Hops wins Chinook Cup for second year in a row
  • Beer Institute releases December 2022 domestic tax paid estimate
  • Crooked Hammock combines curling and stouts for cool mini fest

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • Michigan’s Dog Star Hops wins Chinook Cup for second year in a row
    February 1, 2023
  • fort point both-ciders-3Fort Point Beer debuts cider line, explains why ciders instead of seltzers
    January 31, 2023
  • Watch a drone release insects over hop yards for sustainable pest control in this Yakima Chief Hops video series
    January 30, 2023
  • Distro update: Connecticut’s Two Roads Brewing goes to Colorado + news from Surreal, New Sarum and more
    January 30, 2023
  • Cadaverine: When your beer smells like dead human
    January 26, 2023
  • beer taps brain distribution cbb cropUnfiltered: There are weevils in my grain – what do I do?
    January 26, 2023

Footer

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

© 2023 · CBB Media LLC