LISTEN SO CURIOUS
We created a new social beverage scene.
Challenge
Listen set out to establish itself as a leader in the emerging social beverage space by launching “So Curious” — the first-ever conference dedicated to the category. With the goal of driving awareness, education, and cultural relevance, the challenge was to create an immersive experience that introduced hemp-derived THC drinks, non-alcoholic beer, and functional elixirs as the future of social drinking. The event needed to spark conversation, encourage trial, and position social beverages as a vibrant, inclusive alternative to traditional alcohol.
Services
Creative & Design
Fabrication
Production
Solution
Groundswell brought “So Curious” to life with a one-day immersive event in Chicago, blending education, sampling, and community. Guests explored the future of social beverages through panels with industry pioneers, sipped from branded coolers and a tap truck, and enjoyed a lively mix of giveaways, curated F&B, and a networking happy hour, all spotlighting social beverages as the next wave in modern drinking culture.
300+
attendees (exceeding RSVP’s)
2,000+
social beverages distributed
