Seltzerland puts the fizz in summer festivals
The nationally touring, hard seltzer tasting event will arrive in Madison on June 19.
Even in the most beery of drinking states like Wisconsin, there’s still plenty of room for other adult beverages, and on a hot, June Saturday, the Madison debut of Seltzerland will be hard seltzers’ time to shine.
On June 19, Seltzerland will make its way to Madison at The Bridges Golf Course, 2702 Shopko Drive, following a sold-out event two weekends prior in Milwaukee. It’s a homecoming of sorts for Kate Levenstien, a UW–Madison graduate who is now CEO and founder of Cannonball Productions, a New York City-based firm that has become known for producing perennially popular stadium-sized culinary events like the Bacon and Beer Classic, Taco Takeover, Whiskey Feast, and now the first nationwide hard seltzer festival, which is currently touring golf courses from coast-to-coast.
Seltzerland attendees are invited to leisurely walk the course while safely sampling from over 50 flavors of hard seltzer. Guests are able to socially distance in groups of 20 or less and spread out across each course’s fairways while participating in a variety of activities and enjoying foods as well.
After a groundbreaking event launch in 2020, Seltzerland began a nationwide, 20-city tour in March 2021 at golf courses in Scottsdale, Tampa, Atlanta, Nashville, Austin, Charlotte, Chicago, Minneapolis, and more. Each event features a day packed with brands big and small including White Claw, Mike’s Hard Lemonade Seltzer, Vizzy, Playamar (Jose Cuervo Seltzer), Basic, and Coors Seltzer.
“We realized that there were so many seltzers and flavors being released that we wanted to create a way for people to explore and try them all,” says Levenstien. “During the pandemic, we were able to produce the events by relocating them to the golf course (no golfing necessary), and our attendees can walk in smaller groups in a one-way route to sample at each booth with games, activities, and giveaways.
“We created Seltzerland to give hard seltzer fans the opportunity to sample new flavors in the most fun way possible,” continues Levenstien. “With one-of-a-kind activities, brand-new seltzer varieties, and beautiful golf courses, Seltzerland is a can’t miss experience. Being a UW–Madison graduate, I knew I had to bring Seltzerland to town. And due to the overwhelming response we had after announcing our June 5 Milwaukee event, I thought there’s no time like the present!”
Levenstien notes there’s an overlap between seltzer and beer drinkers, making this an obvious event to hold in Wisconsin. A lot of award-winning breweries have diversified their portfolio to offer seltzers as well, she explains, and the Milwaukee Seltzerland event was also the fastest sell-out to date by selling out in 48 hours.
Safety is also a primary focus of Seltzerland as activities begin returning to normal. Some of the precautions attendees can expect include:
- Vendors and staff must wear protective gloves and regularly hand-wash. The public is also encouraged to wash hands frequently, use hand sanitizer, and wear a face mask while not sampling.
- Attendees within different time slots must maintain at least six feet of space between each other, and vendors will also be spaced out accordingly to adhere to social distancing guidelines.
- Restrooms will have a devoted porter to regularly clean in between uses.
“By just having our events at golf courses, people are able to walk and experience the seltzers in a different way at a different venue,” says Levenstien. “In some ways, being outdoors in a leisure environment and incorporating activities makes [the event] completely unique — there’s nothing else like it.”
When purchasing tickets online, attendees will sign up for a “tee time,” which is available every 10 minutes, for a group of 20 or less for this 2.5-hour experience. There are two ways to experience Seltzerland with general admission and VIP tickets offered. General admission tickets begin at $29 and VIP tickets start at $49. VIP ticket holders will kick off the event with premier time slots, a full-sized can of hard seltzer, a specialty cocktail, and complimentary food.
For tickets and more information, visit seltzerland.com.
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