American Craft Beer The Best Craft Beer, Breweries, Bars, Brewpubs, Beer Stores, And Restaurants Serving Serious Beer.
South by Southwest’s annual conglomerate of film, interactive media, tech and music gatherings are known for a lot of things like bar-hopping and late-night hangs. But not necessarily for semi-spiritual mass meditation experiences, especially one sponsored by a big beer brand like Michelob Ultra, until now…
And knowing how hard visitors to SXSW can party, we expected that many attendees will arrive to the venue in ambulances…
Michelob ULTRA Pure Gold which markets itself he first major USDA certified organic beer and aligns its imaging with healthy looking spokespersons like Zoe Kravitz in its recent Super Bowl commercial, has partnered with The Big Quiet to host a sundown mass-meditation session during SXSW.
And while Michelob ULTRA Pure Gold is serious about offering a beer that fits the organic-minded lifestyle without sacrificing a pure, refreshing taste, The Big Quiet is serious about what they call “mindfulness for modern people.”
They’ve built their considerable reputation for hosting large scale moments of quiet and culture for thousands of people in iconic landmarks like Madison Square Garden, One World Observatory at the Top of the World Trade Center and Fenway Park.
“The Big Quiet is about blending together meditation and modern culture. We are fired-up to be a part of a legendary SXSW moment that embodies this ethos, and celebrates balance in an innovative way,” said Jesse Israel, the Founder of The Big Quiet.
A Big Quiet event melds well-being and modern living by allowing people to share meditation in a way that is social yet relevant by combining a simple meditation technique with musical performances from musicians like members of Arcade Fire and Sofi Tukker.
Singer and songwriter, Miguel will be on hand provide his sonic stylings right after the SXSW mass meditation. So even though things will be quiet, it’s not like they are going to be that quiet…and besides Miquel meditates as well…
Miguel image credit: Wikipedia
“Meditation is such an important part of my day, that I’ve started incorporating guided sessions with fans into my tour”
“Making time for balance everyday helps keeps me in the best headspace and I’m excited to be working with Michelob ULTRA Pure Gold to bring this mindful experience to SXSW this year.”
And after you’re all blissed-out you can start drinking again. Guests can also enjoy sounds from DJ Captain Planet alongside organic bites and beer overlooking the Austin skyline.
Michelob ULTRA’s Pure Golden Hour will take place on Sunday, March 10 at Austin’s Long Center for the Performing Arts, with doors opening at 5:00pm for the meditation and music with headliner Miguel to follow.
The Pure Golden Hour is open to SXSW badge holders and members of the public 21+. For more information and to RSVP, visit Michelob Ultra/SXSW
