Finding Opportunities in the Festival Circuit

On-premise has long been the tried-and-true strategy for building a brand's cache in the US, but as non-traditional retail outlets proliferate and consumer habits change, several companies are finding success through other avenues.Festivals for example, have become big business for the alcohol industry. Every year there are more than 800 music festivals in the US attended by upwards of 32 million people, according to Billboard. Liqs, a line of mixed shots, has had significant success on the festival circuit. The