To get to the concession stands, cases of White Claw have to be relayed from person to person up from the bottom of the stairs.
Hard-seltzer brand White Claw has said it’s all-in on the concert and festival market, especially at Red Rocks Amphitheatre, where this promotional image was taken. Playing Rocks Amphitheatre can be the pinnacle of a musician’s career. But the world-famous venue also offers a thirsty, hungry mass market for brands that are trying to reach the nearly 2 million people expected there this season.
“People don’t realize the concessions stands are about one-third of the way up, so it’s literally people relaying from person to person up from the bottom of the stairs,” said Brian Kitts, director of marketing for Denver Arts & Venues. And yet, it’s still impressive that Red Rocks is White Claw’s biggest U.S. sales site, given the ubiquity of the drink at other bars and festivals.
Incredibly, sales last season were off due to construction on the Top Plaza. The year before, in 2022, Red Rocks sold a whopping 111,800 hot dogs. Nikola Jokic, Nuggets react to Kyrie Irving buzzer beater hook shot in Dallas: “That’s the beauty of basketball”
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