When Alfa Beer was going to launch into the Cyprus market, the brand had to “break-through” with a unique tone of voice and strategy. The B2B launch event had to capture the values and essence of the brand that made Alfa so well known in Greece. Inspired from the image TV spot, the event’s concept was about a market’s local tavern calling all the market workers to come and eat and drink Alfa Beer after a hard day’s work. The event’s location was a local square, where houses and stalls around the square were decorated to look like fruit and vegetable shops, flower shops, nut stalls etc.. Every guest had received a postcard from Greece and 2 teaser videos beforehand to build anticipation for the event. The guest star was Stefanos Korkollis, who came to sing and play live and tell the story of the songs in the Alfa Beer adverts, which he composed and performed with the late Dimitris Mitropanos. The 500 guests were treated to a meze dinner, they could take the photos at the branded fruit & veg van and everyone left with a hand-made crate with Alfa Beer, branded glasses and authentic hand-cut wooden coasters. The event became the most talked-about brand party of the year and was awarded Gold at the Event Awards 2018 (Greece) in the category ‘B2B Brand Launch Event’ and Silver at the 2019 Carob Awards in the category ‘Best Event’.