DRINKS WITH BENEFITS FESTIVAL

The First-Ever Non-Alcoholic Drink Festival

THE ASK

Abrams Media came to us to create an event in the non-alc space that celebrated mindful drinking and inclusive community.

A white wooden vendor cart branded “Sparkle on Norie” stands at the center of a red-lit loft event space, overflowing with an arch of roses, delphinium, and trailing greenery in orange, peach, and pink. Bottles and a “Follow Us” QR sign sit on the cart beside glowing orb lights. Around it, guests mingle at tasting tables, including a Surely table on the left, under exposed ductwork.

Guest in headphones meditating cross-legged inside a teepee during the sound meditation experience

STRATEGY

We built the Drinks With Benefits brand from the ground up, from logo and identity to social and digital ads. Influencers, podcasters, DJs, chefs, and press drove buzz before, during, and after the event.

THE EXPERIENCE

On September 27, 2025, we transformed NYC's Altman Building into a fully zero-proof festival. Guests moved through tasting zones, a Zero-Proof Omakase bar, live podcast tapings, DJ lounges, and meditation tents alongside 70+ beverage and lifestyle partners.

Two DJs in caps performing behind an illustrated DJ booth in pink light

Spring Cafe Aspen and Ghia bartenders posing behind the glowing bar

RESULTS

Over 900 guests, 256 influencer posts, and 11 feature stories, with coverage from Forbes, Good Morning America, and the New York Post. The festival's Instagram hit 315K views in its launch month, versus a typical 590.

1B+

Media Impressions

10M+

Views Across Platforms

70+

Beverage & Lifestyle Brands

900

Guests Attended