Samuel Adams: Beer Garden, Chicago Gourmet
Chicago, IL
Challenge
Integrate local Brewing the American Dream chefs into the Samuel Adams beer garden to offer local cuisine and highlight the Boston Beer Company's BTAD program.
Approach
The T(H team repurposed the Samuel Adams beer garden to fit it into a smaller 20x30 footprint while still accommodating space for user-generated photos, games, beer sampling, and three local chef stations. The footprint also educated guests on the Brewing the American Dream program and how Boston Beer Company has helped thousands of entrepreneurs with speed coaching, funding, pitch competitions, and ad hoc mentoring.
Results
The beer garden was the talk of the event with many attendees having a better understanding of what Boston Beer does for local small businesses and entrepreneurs and a heightened awareness of the Brewing the American Dream program.
