NEW ORLEANS, LA — After the runaway success of last year’s William Grant & Sons non-alcoholic party, those zany booze marketeers knew they had a steep hill to climb if they wanted to top it.


“We were at a loss for most of the year.  Pages and pages of cut ideas littered the office floor.  It looked a scene from Wall Street. But then, while waiting in line at Chipotle one afternoon, it hit me,” a representative for the brand explained to us this afternoon.


“Life is not about the destination, it’s about the journey! Let’s throw an activation where the actual event is THE LINE to get into the party.  Brilliant!”


The brand teams only had 2 months to execute this concept, but by all accounts it was a massive success.  Members of the team were seen high-fiving at the time that our photographer took the photo above.


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