Lagunitas Hoppy Refresher Experiential Tour

The objective

G7 was tasked with building an activation and strategic experiential tour for Lagunitas’ N/A Sparkling Hop Water, Hoppy Refresher, in key markets throughout California and Illinois in 2023.

Our Approach

We created a tour that focused on Hoppy Refresher but also included Lagunitas craft beer offerings for point-of-sale at tentpole festivals.

The outcome

The tour showcased lively Hoppy Refresher branding and included a photo opportunity for collecting data, a rooftop viewing area, and sampling stations. The primary goals of the tour were to distribute Hoppy Refresher samples to consumers and gather data. To enhance data collection, we introduced a digital instant win sweepstakes. Attendees could participate by scanning a QR code on signs to win Hoppy Refresher prizes. The tour totaled four events in California, two in Illinois, and one guerrilla sampling partnership in each of those states.

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