# Mass Festival Meditations Michelob Ultra and The Big Quiet are Hosting a Sunset Meditation at SXSW By Laura McQuarrie | Published 2019-02-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/sunset-meditation References: [respect-mag](https://respect-mag.com/2019/02/michelob-ultra-pure-gold-teams-up-with-the-big-quiet-miguel-to-bring-a-moment-of-calm-to-sxsw/) & [MichelobULTRA](http://www.MichelobULTRA.com/SXSW) At this year's South by [Southwest](https://www.trendhunter.com/trends/southwest-nopales-marinara), [Michelob](https://www.trendhunter.com/trends/pure-golden-hour-tentrr) Ultra is teaming up with The Big Quiet to introducing the first-ever mass sunset meditation experience to the festival. As attending any large-scale event can cause sensory overload, this experience has the potential to help attendees center themselves during 'Pure Golden Hour. The meditation experience for adults is being promoted alongside live performances from headliner Miguel, Bishop Briggs, Cautious Clay and DJ Captain Planet, as well as "bites and beer" to follow the group meditation and music. Michelob Ultra's Pure Gold is a 100-calorie premium beer that's packaged in a 12-ounce bottle and sets itself apart as the first major [USDA](https://www.trendhunter.com/trends/margarita-ice-creams) certified organic beer, tapping into a unique space within the world of beer through health and wellness. ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 5% | Activity: 25% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **Mass Sunset Meditation:** Hosting mass meditation experiences at festivals can help attendees find balance and center themselves amidst the chaos of large-scale events. - **Organic Beer:** The growing interest in health and wellness has created opportunities for breweries to market organic beer as a unique and healthier alternative to traditional options. - **Experiential Marketing:** Brands can enhance their presence at events by offering immersive and relaxing experiences like meditation sessions, creating a memorable and positive association with their products. ### Industries Being Reshaped - **Festival and Event Management:** Integrating meditation experiences into festivals and events provides an innovative way to enhance attendee experience and differentiate from competitors. - **Beverage and Alcohol:** The trend towards health and wellness opens up opportunities for breweries to tap into the organic beer market, attracting health-conscious consumers. - **Marketing and Advertising:** Experiential marketing strategies that incorporate meditation sessions can boost brand recognition, engagement, and customer loyalty. ## Related on Trend Hunter - [Interactive Soccer Campaign](https://www.trendhunter.com/trends/michelob-ultra1.md) - [Comprehensive Self-Care Events](https://www.trendhunter.com/trends/wellness-oasis.md) - [Zero-Proof Festival Experiences](https://www.trendhunter.com/trends/drinks-with-benefits.md) - [Music Experience-Focused Beer Campaigns](https://www.trendhunter.com/trends/heineken-house.md) - [Sober Sauna Experiences](https://www.trendhunter.com/trends/sober-sauna.md) - [Sober Dance Parties](https://www.trendhunter.com/trends/sober-dance-party.md) - [Immersive Meditative Spaces](https://www.trendhunter.com/trends/sage-sound.md) - [Football Icon-Backed Ads](https://www.trendhunter.com/trends/fifa-club-world-cup.md) - [Festival-Ready Electrolyte Beverage Activations](https://www.trendhunter.com/trends/electrolit-campground.md)