Think
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CASE STUDY
DRINKS
WITH BENEFITS FESTIVAL
The first ever non-alcoholic drink festival.
THE IDEA
Abrams Media came to us looking to create an event in the Non-Alc space. We created the Drinks with Benefits Festival brand! Our goal was to design not just an event, but an immersive experience that celebrated mindful drinking and inclusive community through a brand that could reach these different target demographics in a multitude of marketing executions.
On September 27, 2025, we transformed New York City’s Altman Building into a fully immersive, zero-proof experience. It became a vibrant collision of culinary innovation, wellness culture, and nightlife energy.
Over 900 attendees moved through curated tasting zones, Omakase-style pairings, a live podcast stage, DJ sets, wellness activations, and over 70 beverage and lifestyle partners.
CREATING AN IDENTITY
We got to work on creating the logo, brand identity and visual elements. Our design and storytelling work extended to the festival’s Instagram and digital advertising, where we built anticipation through branded content, teaser videos, and influencer partnerships.
Collaborations helped amplify reach and credibility, while influencer coverage before, during, and after the event drove engagement. The instagram handle secured 315,000 views the month of the festival vs average 590 views for an account of this size.
INFLUENCER COLLABORATIONS
Our strategy for influencers collaborations was to engage one face to represent non-alc and one face to represent overall wellness. For this we chose No Booze Babes and Maddie Costantino. They created compelling reels updating their followers and ours on programming and sponsor updates.
In the weeks up to the event, we tapped our Creator networks to fill the event with influential NYC individuals with engageming social media followings and content. Overall, there were 256 posts from influencers, leading to a total of 10,086,273 views across platforms.
PODCASTS
Two live podcast tapings brought thought leadership and conversation to the festival, featuring the CAPS LOCK Pod and The Sober Fit Girl. We designed promotional artwork for both. These segments created a unique hybrid of entertainment and education, sparking dialogue around wellness, creativity, and culture.
OMAKASE
One of the festival’s standout moments was the Zero-Proof Omakase bar, which paired curated bites with non-alcoholic beverages. This experience emphasized creativity, storytelling, and sensory immersion. Collaborating with top beverage brands and chefs, we created an atmosphere that mirrored the artistry of the menu itself. Four different restraunts, Adoro Lei, Butcher's Daughter, Seatopia, and Spring Cafe were paired with non-alcoholic beverages and served a special menu created for the festival. Our culinary partners amplified the experience through their social channels as well, adding a combined 382K+ followers to the festival’s reach. The result was a standout activation that proved zero-proof can be elevated, creative, and deeply culinary.
DJs
Our DJ lineup, featuring talent with a combined following of over 188,000, curated an energetic yet mindful soundscape that defined the event’s vibe. Our two lounges featured performances by Mona, CCNY, Laporte, badgalfra, Drangonfly, Bellatrix. The result was a seamless flow between tasting, conversation, and music, reinforcing the idea that connection doesn’t require alcohol.
WELLNESS
We teamed up with Sage + Sound, New York's premier wellness destination, for Drinks with Benefits. With guided meditation by the incredible Dara Hart, they brought the transformative power of meditation and mindfulness to The Altman Building in Chelsea. Step into our serene meditation tents, put on the head phones provided, and take the time to pause, reset, and recharge in the heart of the festival.
MEDIA
The Drinks With Benefits Festival quickly captured media attention as one of the first of its kind. Through intentional storytelling, media relationship-building, and on-site hospitality, we attracted top-tier journalists and outlets across lifestyle, business, and wellness verticals. With coverage by Forbes, Good Morning America, New York Post, and more, the event was celebrated as a new model for inclusive drinks. In total, there were 11 dedicated feature stories, 8 additional press mentions, and 15 journalists attended in person. Overall, there were 1,047,350,936 media impressions.
→ Case Study
WHAT WE DID
KEY FIGURES
1,047,350,936
Media Impressions
10,086,273
views across platforms
70+
nonalcoholic and functional beverage brands
900+
guests attended
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