Brew Society offers fresh take on party experience

Good vibes. People. Experience.

The atmosphere was charged with energy at the official launch of the Brew Society, held at EGO Experience at 7th Avenue Plaza in St Andrew over the weekend. The inaugural staging of the event saw the dynamic duo of Ryan Riley and Chad Graham-Haynes team up with Tyreek Hinds of Chill and Brew to create their very own line of complementary beverages just for the occasion.

Guests had a choice of dragon fruit lemonade, caramel iced coffee, strawberry matcha and spiked lemonade.

“We wanted to give complimentary drinks to patrons. We wanted to make them a limited edition as well, as our way of treating those who took their time out of their Sunday afternoon to come and party with us. But we also wanted to honour those who were attending by making sure that those offerings were health-conscious, not just alcohol-based. That’s when we came together and created four iconic flavours,” Graham-Haynes told Food.

And the collaboration with Hinds was just as natural and organic as the drinks themselves. Hinds, who works in construction, operates a libation business on the side. When it was time to meet and discuss how to bring the idea to fruition, Hinds, Riley and Graham-Haynes were all on the same page.

Hinds, the duo shared, went above and beyond the call of duty to prepare the selections in time for the soirée. With the elegantly canned beverages clearly labelled, patrons could readily identify their preferences.

“We knew that there would be people who would want to have a drink or two, but still honour their nutritional goals. Persons were attending from the Pink Run and could use a little energy boost; that’s where the matcha and the coffee come in. Others would be tired from going to the gym all week. And there are those who have committed to the lifestyle choice of not drinking alcohol; we offered lemonade. We are a part of the fitness community now, and we wanted to provide that level of support during this party experience,” Riley shared. Graham-Haynes concurred, noting that those who were looking for a little pep in their step or a little razzle-dazzle thoroughly enjoyed the spiked lemonade.

“People were asking where they could buy the drink. So we were happy we were able to make this lasting impression.”

Speaking of collaboration, the duo is also thankful to EGO Experience for jumping on board to add exciting flavour to the event.

“Persons were able to buy speciality cocktails available like the Ego boss, obsession, kiwi paradise and Ego rush, a local spin on international mixes. The options of martinis, whiskey sours, amaretto sours, cosmopolitans and daiquiris were also among the featured line-up,” Riley said, adding that EGO was also responsible for providing light bites of Appleton BBQ wings, sweet chilli wings, Mexican beef tacos, as well as shrimp and chicken quesadillas for purchase.

This club-inspired concept sought to combine exciting music and a chic atmosphere with enchanting flavours and an incredible mix of people. “The aim was to create something that feels different from the typical event experience. Something intimate, properly curated and professionally executed, but still relaxed and welcoming. Brew Society is about bringing the right people, music and atmosphere together and allowing the experience to develop naturally,” Graham-Haynes explained.

For the second staging, the duo hopes to build on the success of the launch, bringing together even more exciting flavours, music and drinks for what they hope will be another memorable Brew Society experience.

krysta.anderson@gleanerjm.com