News, Views, and Insights

Greenhouse Agency Manages Southern Glazer’s Wine & Spirits Retreat in La Jolla, CA

The event was held at Estancia Resort La Jolla on August 18-21. The participants were the internal brand teams and their guests from the recently merged Southern Wine & Spirits and Glazer’s Wine & Spirits. It was organized by the Greenhouse Meetings & Events Division at the request of Senior Vice-President Kevin McCracken as a reward for all of the hard work and long hours dedicated by the group to insure a smooth transition.

Once again Greenhouse coordinated all aspects of this amazing program, from booking and managing flights, ground transportation, and hotel negotiations to working with the Resort and the local distributors to insure proper brand recognition. Additionally, we booked a great Friday of “Day at the Races” in Del Mar.

The team also came up with a creative way to provide the clients with some structured planned events and some nice free time; guests chose from golf – spa – or the paragliding experience. The retreat finished with a closing dinner Saturday at George’s at the Cove.

SGWS and Greenhouse Agency


Greenhouse Organizes Third Annual North American Breweries Sales Incentive Trip in Costa Rica

The sales incentive was for North American Breweries Imperial  brand and focused on distributors from Georgia and North & South Carolina during the 2nd quarter of 2016. Imperial is considered a national symbol and also the No 1 selling beer in Costa Rica with nearly 60% market share. The event was held in Costa Rica at the Westin Playa Conchal on August 3 – 7.

The Greenhouse Meetings & Events Division organized all logistics for 45 distributor representatives. That included booking flights, negotiating hotel rooms, transportation to and from the hotel as well as other group activities arranged by Greenhouse. Working with the local culture, the agency provided a memorable experience from arrival through to departure.





Greenhouse Manages Heineken USA Distributor Incentive at Pebble Beach


The Meetings and Events Division created a fun and creative format for friendly golf competition among the 40 Heineken sales participants at renowned Pebble Beach. ” We formulated a semi-Ryder Cup format where two of the Senior VP’s, Oscar Garcia and John Doolan, selected teams.” explained Division Director Greg Smelser. On day one Team Doolan took a 3.5 point lead and never looked back winning the event.

Greenhouse coordinated all aspects of this amazing program from booking flights, coordinating ground transportation and negotiating hotel rooms. Chief Sales Officer Ray Faust toasted the two teams on the final day and announced there will be Heineken Cup Two next year at Pebble Beach.

Greenhouse Heineken Golf Pebble Beach    Greenhouse Heineken Golf Pebble Beach          

Greenhouse Heineken Golf Pebble Beach

Greenhouse Meetings & Events Division Manages Inaugural Pabst Distributor Convention

The Greenhouse Meetings and Events Division were instrumental in providing a smooth convention experience for all participating Pabst Distributors. The first event for Pabst was attended by over 600 distributor participants in Milwaukee on April 19-26, 2016.

Responsible for all event logistics, Greenhouse designed, built and managed the registration website for the distributors and over 1100 attendees. The team also managed 5 hotel room blocks for 900 guests and transportation for everyone from airport to hotels, hotels to theater, hotels to events as well as events to promotions. Division Director Greg Smelser and his crew were on-site throughout the event printing and distributing name badges, scheduling special events and providing collateral material as needed. Planning for next year’s event has already started.

Pabst Distributor Convention                               Pabst Distributor Convention

Blue Moon Tasting with Founder Keith Villa

The Greenhouse activation team sampled Blue Moon products inside Jungle Jim’s in Cincinnati, Ohio on June 7th, 2016. The brands included – Blue Moon Belgian White, Blue Moon Belgian Table Pils, and Blue Moon White IPA. Customers had the unique opportunity to meet the founder, Keith Villa, and sample a featured beer he brought with him – Blue Moon Imperial Raspberry Wheat. Over 150 pints were sold during the event attended by more than 200 consumers during the short 3 hour period.


Greenhouse Wins Award


Greenhouse received the “Event of the Year” award from Night Club & Bar magazine for the Woodford Reserve Derby event in held in Chicago. The event was a rooftop promotion created by Armando Zapata, North American Premium Whiskey Brand Champion, that attracted over 1,000 guests.

Little Miracles Joins Greenhouse Agency

Greenhouse is proud to welcome Little Miracles as a new national client. Little Miracles, now available in 20 countries,  are a beautiful blend of organic tea and super fruit juice. Little-Miracles superfruit-infused teas contain Panax ginseng and deliver organic non-GMO invigoration without the crash of Typical energy drinks.


Greenhouse and evian

On Saturday May 16, world renowned DJ Steve Aoki performed a public concert “LAoki” in the (closed) streets of downtown Los Angeles celebrating the release of his new album, neon Future II.

Evian’s Live young campaign was front and center.  Evian and Greenhouse insured the attendees were hydrated with Evian and much more…

Deep Eddy Partnership

Greenhouse will partner with Deep Eddy vodka to deliver creative, experiential and consumer/trade brand building activations nationally.

Established in 1915, Deep Eddy is an Austin, Texas icon and the oldest spring fed swimming pool in the state of Texas. Today, Deep Eddy is still one of the most popular gathering places for friends and family to enjoy the outdoors.

Deep Eddy represents the lifestyle of Austin and is a testament to almost 100 years of “Diving In”.

Agency of Record: Paulaner and Hacker-Pschorr USA

Paulaner HP USA, the US distributor of Paulaner and Hacker-Pschorr beers, has selected the Greenhouse Agency to represent their portfolio of global premium beer brands. Greenhouse will now provide marketing and trade/commercial services in all consumer channels.

Paulaner is a German brewery established in 1634 in Munich by the Minim friars of the Neudeck ob der Au cloister. The mendicant order and the brewery are named after Francis of Paola, the founder of the order. Paulaner is ranked in the top ten best-selling breweries out of Germany’s roughly 1,300 beer-brewing companies.

Hacker-Pschorr is a brewery in Munich, formed in 1972 out of the merger of two breweries, Hacker and Pschorr. Hacker was founded in 1417 and was purchased by Joseph Pschorr from his father-in-law in the 18th century. In 1810, Joseph Pschorr was commissioned by Crown prince Ludwig I of Bavaria to develop special brew in celebration of the Crown Prince’s wedding. That celebration was the first ever Oktoberfest, the annual beer festival where Hacker-Pschorr is still served to this day.

Greenhouse and Penafiel Partner with Starlings Volleyball Clubs


Greenhouse and Penafiel (Dr. Pepper Snapple Group’s mineral water) partner with charity organization, Starlings, at the 17th annual Starlings National Championship volleyball games which hosted 93 teams from all over the country. Starlings Volleyball Clubs, founded in 1995 by former USA Men’s Volleyball Team member Byron Shewman, is the largest junior volleyball club in the US. It seeks to promote teamwork, health, and academic achievement to girls regardless of socioeconomic status. Currently, there are over 2,300 girls in over 40 cities participating in the Starlings program.

Agency of Record: Anchor Brewing Company


Greenhouse has been awarded Agency of Record by Anchor Brewing Company. Greenhouse will be charged with supporting new distribution and building awareness in the on-premise consumer channel for the San Francisco-based brewing company.

Anchor Brewing Company is well-known for being the first and oldest craft brewery in America, having been founded in 1896. It was also the first company to produce California common beer, aka “steam beer,” a term which Anchor trademarked in 1981. Anchor is one of the last remaining breweries to produce the effervescent beer.



Partnership with Dr. Pepper Snapple Group


Greenhouse is pleased to announce a partnership with Dr. Pepper Snapple Group’s West Coast market. Greenhouse will be activating consumer education and sampling programs for DPSG core brands in the general and multicultural market areas across California during the summer 2014 season.

Greenhouse is very proud to be working with a company that shares the same mission and values. For years, DPSG has embraced the philosophy of corporate social responsibility in five key areas: environmental sustainability, ethical sourcing, sustainability in the workplace, health and wellness, and corporate philanthropy. DPSG has established numerous programs to improve business practices, conserve environmental resources, educate the public, and improve communities. Greenhouse looks forward to supporting DPSG in their efforts while promotion their many brands of flavored beverages.

Introduction of a New Division: Greenhouse Meetings and Events

T4U, formerly known as There 4 U Incentives,  was founded in 2007 by Greg Smelser, an entrepreneur and project manager with many years of experience in the beverage industry. Since then, T4U has worked with global consumer product companies to provide incentive travel, team building events, and professional conferences for their employees. Many of T4U’s clients are in the beverage industry and Greenhouse envisions the partnership will expose new clients to the benefits of Greenhouse’s services while strengthening the agency as a whole, allowing more clients access to more services.

Greenhouse has already seen success with the inclusion of T4U programs. Since March 2014 Greenhouse’s Meeting and Events department has planned, organized, and completed incentive programs for Pabst, Heineken, and NBC. These programs have ranged from executive retreats in Half Moon Bay, Calif., to incentive trips for distributor and sales teams, to promotional sweepstakes partnering Heineken and the UEFA Cup.

BevMo Partnership


Liquor store chain BevMo! announced its partnership with Greenhouse and paved the way for a new method of in-store demos. With Greenhouse, BevMo! will now have consistency and excellence in consumer education and customer service leading to increased sales and an overall enhanced shopping experience. BevMo! was founded two decades ago in January 1994 as Beverages & More!.

Based in Concord, CA, BevMo! opened six stores in the San Francisco Bay area in its first year and has since expanded to over 150 stores throughout California, Arizona, and Washington. The chain currently offers more than 3,000 types of wine, 1,500 types of spirits, and 1,200 types of beers.

National Campaign for Thanasi Food


In February 2014, Greenhouse launched a national branding and sampling campaign for Thanasi Foods’s products BIGS Sunflower Seeds and Duke’s Smoked Meats. Working with Thanasi, Greenhouse created an original sampling experience program unique to Thanasi’s products and their C-store vendors, which includes in-store samplings, themed giveaways, and social media interactions.

Thanasi Foods was established in 2003 with the idea of combining various snack foods with brand name products. The company’s first products was Jim Beam Sunflower Seeds and Jim Beam Beef Jerky, created in 2004 and 2005 respectively. As a small, family-owned company, Thanasi foods is constantly working hard to intuit consumer demands and provide new and innovative products, a vision which Greenhouse shares. Both companies pride themselves on their understanding of consumer interests, continuing their relationship.

Agency of Record: MillerCoors

Greenhouse has been awarded Agency of Record for the MillerCoors Great Lakes division as of January 2013. Greenhouse will be charged with driving brand awareness and trials/samplings of the domestic and craft beer portfolios in all consumer channels.

MillerCoors is a joint venture between SABMiller, the London-based multinational company and second-largest brewer in the world, and Molson Coors Brewing Company, the result of an earlier merger between two of North America’s largest breweries. The MillerCoors enterprise was announced on October 9, 2007, and is responsible for the US popular brands.