We’re just about 60 days out from Downtown’s Life Is Beautiful festival, and the temperatures are as high as the stakes for the festival going into its fourth sweltering summer. Presenting sponsor Breakthru Beverage Nevada has a plan to keep attendees’ whistles wet all weekend. It all starts with two Tier 1 brands: Dos Equis returns for a third year with its lager and amber; look for a major activation on the corner of Ogden and Seventh. Stepping into Ketel One’s considerable shoes is Effen Vodka, which makes its Life Is Beautiful debut. Find all five flavors and an interactive chill space at the Downtown Stage.
“This is the year that we’re focusing on dialing in the execution.” Drew Levinson
Jack Daniel’s continues its unwavering support of the festival, at last bringing the 60-foot, two-story JDX truck and a Game of Thrones-inspired photo op. Bacardi Rum will hold court at the Huntridge Stage with a palapa, frozen drinks and the darling of last year’s event, CocoTaps.
Milagro Tequila’s own frozen drink, the Piña Verde, was a big hit last year; it returns to the same location next to the art motel with an even larger chill zone.
Fernet-Branca will hold court on the corner of Ogden and Eighth, next to Zappos (natch) and a whole lot of food trucks. Finally, Taittinger Champagne pops the cork on its third Life Is Beautiful, celebrating with all kinds of large-format bottles on the VIP and partner pad and table-service areas.
“This is the year that we’re focusing on dialing in the execution,” says Drew Levinson, Breakthru’s vice president of business development and overseer of all things beverage at Life Is Beautiful. “The drinks being served are absolutely the freshest possible. They’re the most balanced, the most refreshing. We want these drinks to be sessionable, something people will go back to multiple times, tell their friends about—the best experience possible.”