The Miller 64 Boston Sampling Event

Stella Fitzpatrick

June 20, 2013

EventPermits was thrilled to assist Miller Brewing Company with the event the brewery held in promotion of Miller 64 in Boston, MA this month. On June 4—a date chosen because of the relevance of its numerical notation, 6/4—Miller Brewing Company hosted a beer sampling event at Mija Cantina & Tequila Bar, located in the Faneuil Hall marketplace. The Boston sampling event, made possible by EventPermits and GMR Marketing, featured beer sampling, pop shot basketball hoops, music, and a celebrity appearance by former Boston Red Sox shortstop Nomar Garciaparra, who signed autographs, posed for pictures with guests, and answered questions.

The event was broadcast over the internet by Boston’s alternative rock internet radio station, RadioBDC, which provided music for the event. The radio station also had a booth outside of the restaurant, where the station held a prize giveaway. To win, guests spun a wheel that was labeled with various prizes.

Guests of the event who were at least 21 years of age were treated to a sample of Miller 64. Miller 64 is the Miller Brewing Company’s low calorie beer, which has only 64 calories and 2.4 carbohydrates. The Boston event was held as part of the brewing company’s campaign that promotes the beer as a lighter option for people who are striving to live a healthy, active lifestyle.

EventPermits was responsible for the coordination and logistics of this event, including choosing a location that would allow Miller Brewing Company to distribute samples of Miller 64. Because the event was held in a restaurant, no additional sampling permit was needed. In addition to their assistance in the event planning, EventPermits also helped to promote the event through social media outlets like Facebook.

Event Coordination and Logistics: PRomotion! / EventPermits
Promoted Company: Miller Brewing Company
Agency Partner: GMR Marketing
Venue: Mija Cantina & Tequila Bar, Faneuil Hall marketplace