The Coors Experience 2022

Client: Molson Coors

Mid 2021, Ulterior Events secured a brief from Coors, the leader of the competitive 4% premium beer category, to create an incentive event for the top-sellers of Coors in the UK. The aim was to celebrate the team, give them an unforgettable party and motivate them to continue to smash their sales targets in the future.

Historically the annual event was always a ski weekend but in the wake of Covid the client felt an overseas trip was risky and so asked Ulterior Events for alternative ideas for a one night event in London that would have as much wow, wonder and impact as a three-night ski trip. Ulterior Events answer was an evening aboard London’s flagship river yacht, the Silver Sturgeon, transformed for the night into the ultimate ski lodge. Presented with mock-ups of the yacht decorated with crisp ‘snow’, fluffy sheepskins and a menu featuring fondue, charcuterie and Alpine-style cheesecake, the client bought into the creative concept from day one. Mid-March 2022, 150 guests arrived on Embankment and began their night aboard a floating après ski bar before setting sail down the Thames to enjoy an Alpine feast, riotous comedy act, DJs and dancing. As midnight drew near, DJ Judge Jules took to the decks for a headline set before the boat docked and loaded dirty dogs and hot chocs were served up on the quayside. The Alpine Ski Night was about replacing a long-standing skiing trip with a London edition and knocking people’s socks off in the process. The 4% beer market is highly competitive and awash with amazing events so it was critical to the client that this one stood out - and that it did. Stefanie Inman-Shore (Senior Brand in Channel & Activation Manager) said “Ulterior’s ski lodge event was nothing short of amazing.”