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One of the quickest ways to establish a brand and build loyalty is to create partnerships with those who your consumers passionately follow. When Amsterdam Brewery’s 416 Local Lager brand was looking to increase their awareness, sampling and sales, the “Discover 416” 5-part concert series was created as the solution. The club-sized concert series was free to enter, handed out a limited number of free beers to drive sampling, and partnered with notable local curators including Arts & Crafts, Paper Bag Records, Indie88 and 102.1 The Edge to further message about their brand and establish them within Toronto’s trendsetting community.