2020 AB-InBev SAMCOM: Estrella Booth

For the millions of Americans of Mexican ancestry Estrella beer is emblematic of their heritage and authenticity. The SAMCOM event gives brands like Estrella the chance to immerse wholesalers in the culture so they can get a deeper feel for the market beyond slogans and campaigns. We designed the 2800 square foot booth like an outdoor market with fresh produce and stalls with mixologists crafting Micheladas, a kind of spicy and citrus-tinged Bloody Mary with beer, a Mexican favorite. At the rear was a speakeasy to showcase the partnership between Estrella and Cutwater spirits in a darker environment more like a nightclub.