Beer brand Coors, which is distributed in Ireland by Heineken, officially kicked off 2025 with The Big Chill 2025 with an experiential event in a Galway pub that was reimagined as a “high energy ice cave” as part of a series of events that will run through 2025.
Created by experiential marketing company, Allied Global Marketing (AGM), the “the first event of the year delivered on Coors’ promise to redefine winter socializing by inviting guests to embrace the cold rather than escape it,” and attendees were treated to a lineup of live music, the chance to win Coors merchandise and to take part in interactive games and surprise giveaways.
“The Big Chill is all about embracing the cold and creating standout moments where people least expect them,” says Bryan Dignam, senior brand manager, Coors.
“Galway set the bar high by bringing the energy, the style, and a real sense of community to the heart of Ireland’s cold season. With events like this, we’re redefining what chill nights out look like in Ireland. 2025 is going to be a huge year for Coors, and this is just the beginning,” he says.
According to AGM: “Building on the success of last year’s sold-out roadshow across Dublin, Cork, and Galway, The Big Chill 2025 continues to challenge expectations by transforming underused beer gardens into vibrant, immersive brand playgrounds. Each event delivers an unforgettable sensory experience with interactive brand moments, world-class Irish music talent, and Coors’ signature crisp refreshment served ice-cold, just as nature intended.”
