NATIONAL DIVE BAR DAY

Truth

The dive bar is an American institution. It’s where stories are told, friendships are made, and everyone is welcome exactly as they are.

Tension

But these local legends were fading from the spotlight. Seagram’s 7 Crown, the spirit behind the classic 7&7, wanted to remind the world why dive bars matter and celebrate the culture that makes them timeless.

Idea

We created National Dive Bar Day, the first official holiday honoring America’s favorite neighborhood bars, held fittingly on July 7th in tribute to the 7&7. To kick it off, Seagram’s 7 hosted seven dive bar events across the country, starting with a launch in New York City. We built a gig-poster inspired visual identity that captured the grit, music, and spirit of dive bar culture across every touchpoint. Since its launch, National Dive Bar Day has become an annual tradition, growing through partnerships with Spotify, The Kills, and Garth Brooks, continuing to raise a glass to the places and people that keep America’s barstools full of stories.