Soave Enterprises City Beverage Serving Up Good Times At Summer Music Festival

Lollapalooza was organized by Jane's Addiction singer Perry Farrell and is a music-lover's

bonanza that touches on a remarkable range of musical styles. The diverse lineup has included Red Hot Chili Peppers, Pearl Jam, The Smashing Pumpkins, The Ramones, Waylon Jennings, Kanye West, and Billy Idol, to name a few. The event occurred annually from 1991 to 1997. It was revived in 2003 and cancelled in 2004. A touring Lollapalooza festival was planned that year but cancelled due to low ticket sales.

For three years, Chicago's Grant Park has been the exclusive home of the annual music phenomenon, Lollapalooza. For those same three years, Anheuser-Busch has been the festival's exclusive beer vendor. The three-day event, held in August, welcomes 150,000 music fans who enjoy an average of 130 bands on eight different stages, including past performances from Iggy Pop & The Stooges, Pearl Jam, Patti Smith, Amy Winehouse, and Modest Mouse. Through recent years, CITY Beverage, part of Soave Enterprises, has been proud to be there for all the exciting moments.

In 2005, the event found a permanent home at Grant Park in Chicago. Lollapalooza is more than just a concert. It is a musical, cultural, and community experience that melds well with its location - a jewel that the citizens of Chicago hold dear.

To accommodate the oversized urban venue, CITY Beverage-Chicago (CBC), Anheuser-Busch's distributor for the region and member of Soave Enterprises, supplies a 90-person team to man multiple beer stations.

As part of a diversified strategy, CITY Beverage-Chicago serves western Chicago and is a regular participant in events like Lollapalooza and the Chicago Blues Festival.

"The significant advance preparation by the Sales and Operations Departments is evident throughout the smooth execution of each event," notes CBC General Manager Mike Flynn. "We applaud all the members of our team, as well as the support from Anheuser-Busch, for their dedication and constant on-site coordination. Their work adds to the festival's enjoyment for everyone attending. It is truly a team effort that results in record beer sales."

Over the course of the weekend-long event, CBC sells over 580,000 ice cold servings of Budweiser, Bud Light and the lighter-tasting, lower calorie Bud Select. To accomplish this feat, the team utilizes nine refrigerated trailers, six "way-matics" or mobile draft distribution centers, and 150 cold plates. "Having the correct resources can make all the difference in the success of an event, particularly an event the size of Lollapalooza," explained Flynn.

by: Kara Knapp

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