Neatly Spiked Seltzer Launch Event in New Jersey

Event Production Lead & Brand Activation Manager For the highly anticipated New Jersey launch of Neatly Spiked Seltzer, I led the end-to-end production of a large-scale experiential event designed to introduce the brand to a new audience in a bold, memorable way. Collaborating directly with Neatly’s in-house marketing team and Allied Beverage Group, I served as the central point of coordination between stakeholders, ensuring that the event not only met but exceeded brand expectations and market goals. My responsibilities spanned all phases of event execution, beginning with strategic concept development and venue sourcing. I identified a location that offered both visual impact and logistical functionality, setting the tone for an immersive brand experience. From there, I oversaw creative direction, vendor management, timelines, and budget control, while also personally curating brand-aligned touch points throughout the event space. To bring the brand’s identity—vibrant, refreshing, and innovative—to life, I designed a multi-sensory experience that included: * Interactive brand activations, such as custom tasting stations with flavor pairings * Live entertainment and visual storytelling elements that reflected Neatly's youthful, upbeat personality * A targeted influencer strategy, inviting prominent local food and lifestyle creators to experience the product first-hand and amplify the event on social media * Engagement-focused moments, such as branded photo ops and take-home swag, to extend brand recall beyond the event Working hand-in-hand with Allied Beverage Group, I ensured alignment on compliance, sampling logistics, and regional distribution priorities, allowing the event to double as a key sales driver. The result was a launch that not only introduced Neatly Spiked Seltzer to the New Jersey market but also positioned it as a serious contender in a crowded space. The event successfully drove organic social buzz, secured local press attention, and established meaningful relationships with influencers and trade partners alike—laying a strong foundation for the brand’s continued growth in the region.