While in-person celebratory
events have been on the decline in the U.S., Lagunitas is determined to keep the party going by searching for the ultimate “Party Legend.”
In whatLagunitas deemed the
“Great American Party Crisis,” the number of social events is down 35% since 2004, according to a recent piece in The Atlantic.
So the Petaluma, California-based brewer is
on the hunt for a “Party Legend,” -- “someone known for their great energy and everything-is-worth-celebrating mentality” -- to steward the resurrection of partying
culture.
The winner will receive their own statue -- one of which will be sent to them, with another installed at The Lagunitas Loft, a party space within the brewery. They will also win a
trip to the brewery and a party in their honor, with a beer on tap named after them, as well as a $5,000 Party Legend Grant to “keep the vibes pouring wherever they go.”
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“The
Party Legend search is our way of celebrating the people who bring the party: the ones who gather their crew, celebrate what actually matters, and turn everyday moments into something memorable. It's
not about throwing the biggest party; it's about keeping the spirit alive, one cold beer at a time," said Hannah Dray, CMO at Lagunitas Brewing Company, in the announcement.
Consumers can
nominate themselves via tagging @lagunitasbeer and using #partylegendcontest on an online video showing why they are deserving of the title of “Party Legend,” or by visiting www.lagunitaspartylegend.com to enter.
The contest runs through Aug. 7, which also happens to be National IPA Day. The brewer is known for
various craft brews, including its Flagship IPA, A Little Sumpin' Sumpin', and Maximus, in addition to non-alcoholic beers like IPNA and Hazy IPNA and Hoppy Refresher, a sparkling hop water.