Beam Suntory wanted to increase their multicultural consumer reach in the New Jersey market.

Brought EFFEN vodka onboard to sponsor DJ Naim’s Celebrity Bowling Tournament and Sneaker Expo at Parkway Lanes in Elmwood Park, NJ. Hip-Hop brand influencers such as Naughty by Nature, Beanie Sigel, Papoose, Sheek Louch of The Lox and DJ Mister Cee participated in the event hosted by Hot 97’s DJ Naim.

Successful African American millennial engagement and effective integration of the EFFEN vodka brand message into a lifestyle activation and exclusive entertainment experience.