Lagunitas Brewing Company, Heineken

Creative Producer & International Consultant - 2yr 4months

Lagunitas are a California- based Brewing Company owned by Heineken. They distribute to 20 countries worldwide and are the fifth top selling craft brewery in the U.S.

The brand’s signature activation is the Lagunitas Beer Circus, which is an annual event held in several states across the US. Within Heineken’s marketing strategy, the Lagunitas Beer Circus campaign was to be initiated around the world, starting with the UK.

The London events aimed to introduce a new audience to the brand and showcase the best of Lagunitas spirit. I was brought on as a Freelance Creative Producer to launch this campaign.

Within the campaign we had 3 teaser events, 1 press night and 2 main shows - 4.5 hour non stop circus shows, held at Flat Iron Square, London Bridge. There were 2 shows, back- to - back, each show was for a 1000 capacity audience, with over 120 crew.

After the success of the first campaign, I was asked to be a consultant for all of the international shows.

I took on the role of International Consultant working with production agencies in markets across the world to ensure they delivered Lagunitas campaigns that were on brand and in budget. This included Portugal, Spain, Mexico, Ireland, Amsterdam, Brazil & France. Developing ways of working and strategy between agency and Lagunitas, creating project trackers, example budget templates, graphic packs and generally overseeing complete delivery from brief to live, providing feedback and guidance throughout.

As well as being an International Consultant, I was also still producing for Lagunitas. I co-produced the 2019 Lagunitas Beer Circus as well as project managing a bar build and the creation of their Plug N’ Play pop up bar kits.

Press: https://secretldn.com/lagunitas-beercircus/

https://www.mirror.co.uk/lifestyle/going-out/lagunitas-beer-circus-see-things-17386094