NATIONAL DIVE BAR DAY

The Dive Bar is an American institution: where long-lasting memories are created, where people-watching is imperative, and where the greatest stories and a come-as-you-are attitude, live. Seagram's 7 Crown raised a glass to these historic hidden gems found across America, marking the first official National Dive Bar Day, fittingly taking place on July 7th, 2018 – in celebration of the quintessential Dive Bar drink, the 7&7.

To kick off the new holiday Seagram’s 7 hosted a series of seven events in Dive Bars across America, beginning with a launch event in New York City. To support the 365 activation we created a gig-poster inspired visual identity to tap into dive bar culture in a way that resonated with the target consumer.

Since the holiday’s inception, Seagram’s 7 and National Dive Bar Day has been a growing success. Following the first annual celebration the campaign has expanded to include partnerships with Spotify, The Kills, and Garth Brooks.