On Friday, February 20, 2015, consumer engagement agency Mirrorball executed the Amstel Light Burger Bash. Along with host Rachael Ray, Amstel returned to Miami for their eighth annual title sponsorship of the most anticipated event of the South Beach Food and Wine Festival.
The Burger Bash pitted the nation’s best burger chefs against each other, with The Today Show’s, Al Roker participating this year. The bash included an Amstel Light activation area, complete with VIP lounge and a Burger Shoppe inspired by classic diner decor. The main event incorporated three Amstel Light bars, 33 chef stations, live music and the ceremony for the coveted “People’s Choice” award.
The Grand Tasting event ran from Friday to Sunday, and added value events spanned from Thursday until Sunday allowing thousands of people to enjoy the 95-calorie beer. Each of these additional events served Amstel Light, as well as various flavors of Strongbow Hard Apple Cider over ice, including “Gold Apple”, “Honey,” plus new “Red Berries” and “Ginger” providing tasters with an alternative beverage from Heineken’s portfolio.
Amstel’s participation in the Burger Bash continues to grow year over year, and has helped the property become the marquee event it is today. Restaurants now flaunt the coveted Amstel Light Burger Bash trophy as it represents joining the hamburger elite.