The Brief
The World Brewing Congress is a renowned event that unites the global brewing community. The experience brings together over 800 attendees, traveling from all over the world, for multiple days of high-level learning and networking. Our client, the American Society of Brewing Chemists, tasked us with designing and activating the welcome and closing receptions for the experience.
Our client’s objective was clear: create an experience where guests could unwind, connect, and embrace Midwestern hospitality. Drive engagement across the broad demographics of the attendee base. And to lean into the spirit of laughter and fun for all. “The party is always what they remember,” as Tressa, our client lead, put it. We were determined to ensure that these receptions would be talked about long after the event ended.
Our Work
Design | Production | Logistics
The event was being held in ASBC’s own backyard—Minneapolis—providing the perfect opportunity to showcase Midwestern culture. The global audience, a group of highly educated brewing professionals, ranged in age from 30 to 60 years.
Our approach was a laid-back environment infused with local charm where they would experience the traditions and season of Minnesota. Early concepts for the welcome and closing receptions drew heavily on Minnesota’s rich culture. The experiences focused on highlighting “the state of hockey” and the “Minnesota Goodbye”. As the planning evolved, the approach also evolved.
The result was two immersive, Minnesota-style receptions:
Winterlude | Opening Night Reception: A nod to Minnesota’s renowned winters to welcome guests into a cozy, Nordic-inspired environment. Our strategy was to create a space that felt like stepping into a warm lodge after braving the cold—a perfect metaphor for bringing together attendees after long travels. With seasonal games like bubble hockey, a ski-themed photo opportunity featuring a gondola, and an ice graffiti wall that became a central attraction, we captured the essence of Minnesotan winter fun. The environment, complete with evergreen trees, fireplaces, and live music, set the tone for an evening of relaxation and casual conversations. An ice carving of oversized beer mugs and team games provided moments of delight and shared memories.
Summerfest | Closing Night Reception: For the closing reception, we embraced the lively spirit of a Minnesota summer with “Summerfest.” The space was transformed into a fairground atmosphere, reminiscent of classic Midwestern festivals. We encouraged conversation with scattered high top and picnic tables. Backyard games like cornhole and larger than life beer pong added a playful element to the evening. Guests enjoyed live music from a DJ stationed in a canoe and interacted with a Paul Bunyan impersonator. Highlights included a meat raffle, Minnesota-themed carnival games, and an abundance of local food and drink offerings, ensuring the event was both delicious and unforgettable.
The Experience
The moment attendees stepped into each reception, they were fully immersed in the spirit of Minnesota. From thoughtfully designed spaces to interactive activities, every element transported guests from their packed conference schedules into a world of fun.
As guests entered the Hilton Grand Ballroom for the Winterlude Opening reception, they were greeted by the warm glow of fireplaces, the crisp scent of evergreens, and the hum of live music. The Nordic-inspired decor transformed the space into a cozy winter haven.
The event’s standout features quickly became the center of attention. The ice carving and the graffiti wall were instant highlights, with attendees lining up to leave their mark. The gondola photo moment received enthusiastic praise from the client. Throughout the evening, guests engaged with the various games, sipping brews along the way.
After multiple days of high-level learning and networking, the closing reception was a welcome sight. The Summerfest was a-buzz from the moment it began. Set outdoors under clear skies was a win in-and-of itself. The fairground atmosphere had guests moving between carnival-style games, picnic areas, and interactive experiences, to celebrate a successful Congress gathering.
Guests geared up in Viking helmets and the presence of a Paul Bunyan impersonator elevated the Minnesota vibe. Despite the perception that the crowd wasn’t “big on dancing,” the energy of the event converted many, even Paul Bunyan was coaxed into dancing by enthusiastic attendees.
The event successfully balanced relaxation and engagement, ensuring guests could blow off steam while building new connections. Our client raved that the receptions became highlights of the experience, full of laughter, memories, and the warm embrace of Minnesotan hospitality.
The client was thrilled, saying”WOW!!!! We….YOU did it! Thank you so much for helping to make World Brewing Congress a success. Our Opening party, with the MN winter theme, was awesome.
And for our closing party….I’m still speechless – it was incredible! The games were fun and interactive; the DJ was one of the best I’ve heard and, who doesn’t like a good meat raffle?
Thank you and the BeEvents Team for the hard work and execution of both parties- it truly made WBC a conference to remember.”
“Quote“
”WOW!!!! We….YOU did it! Thank you so much for helping to make World Brewing Congress a success. Our Opening party, with the MN winter theme, was awesome.
And for our closing party….I’m still speechless – it was incredible! The games were fun and interactive; the DJ was one of the best I’ve heard and, who doesn’t like a good meat raffle?
Thank you and the BeEvents Team for the hard work and execution of both parties- it truly made WBC a conference to remember.”