The definitive marketer and distributor of super-premium and luxury spirits brands in North America asked TBA Global to create a national sales meeting that would educate and inspire its sales team, worldwide brand partners, media, and San Francisco-based restaurateurs, nightclub owners and bartenders.

This was no typical corporate meeting. To reinforce our client’s brand and stage the meeting in a relevant real-world setting, we moved the keynote presentations out of the ballroom and into a popular local nightclub. Breakout sessions were hosted at nearby bars and pubs, where each brand came to life in a unique environment that connected with the consumer’s true lifestyle while showcasing the products in the retail setting.

In the breakouts, notable mixologists from around the world discussed new drink ideas and trends, while category managers demonstrated correct product installations and discussed competitive issues.

As a team building exercise, executives and employees built and donated bicycles to a local community center. They were joined by Rock and Roll Hall of Famer Sammy Hagar, creator of Cabo Wabo Tequila, who then treated a packed house of employees and scores bartenders from San Francisco to Sacramento to a private concert.

The meeting had a huge impact on the sales team and they left ready to take sales to new heights. The concert was standing room only, and drew 1,000 employees and bartenders, and the brand received extensive positive media coverage.

Read the coverage in Corporate Meetings & Incentives magazine here.>