Published on June 11th, 2018 | by Darren Paltrowitz0
Music Festivals & Spirits: A Look At The Smart Collaboration Between Deep Eddy & Noise Pop
Handcrafted in small batches, Deep Eddy Vodka is a popular spirit from Austin, Texas. Column-distilled 10 times and charcoal filtered, Deep Eddy definitely takes its vodka seriously. But Deep Eddy is also known for its involvement within the music world. Deep Eddy’s signature 1950s Spartan Trailer — also known as the “Dive In Trailer” — is a mainstay at many music events, including Firefly, Panorama, FYF, Noise Pop, Lollapalooza and the Billboard 100 Festival, as is its award-winning vodka itself.
On behalf of The Hype Magazine, I had the pleasure of doing Q&A with Sascha Allendes, Deep Eddy’s National Director of Field Marketing & Events, and Shauna Saneinejad, Business Development and Brand Manager for Noise Pop Industries. More on Deep Eddy can be found online at www.deepeddyvodka.com, while Noise Pop keeps a home at www.noisepop.com.
How did you wind up in the spirits industry?
Sascha Allendes: I fell into it by working in Culture & On Premise Marketing at Red Bull.
Deep Eddy is very music-friendly. Where does that come from?
Sascha Allendes: We were born in Austin, the live music capital of the world. It’s in our DNA!
How did the opportunity work with Deep Eddy come about?
Shauna Saneinejad: Four years ago, Deep Eddy Vodka found Noise Pop and ever since it has been a match made in heaven. They were first breaking into the market, specifically through music, and since Noise Pop has been an integral part of San Francisco’s independent scene for 27 years, it just made sense. Deep Eddy Vodka supports local, independent music and that right there is Noise Pop.
What is a typical day at the office like for you? How much music-listening is involved?
Shauna Saneinejad: Working for Noise Pop is a fun job, but putting on multiple festivals is not a piece of cake. Plenty of email work organizing logistics, partners, bands and other quickly moving parts.
Luckily, I get to work with some of the most creative people that have amazing music tastes. It goes all day. We have some of the best DJs in the office, everyone has their own style and all the genres get covered. It is special to be surrounded by music every day and not have to choose it all myself!
Do you have a favorite of the Deep Eddy varieties?
Sascha Allendes: I love the Deep Eddy Lemon Vodka as it is made with real lemon juice, though all of our flavors are made with real juices and all-natural ingredients, so it’s hard to go wrong.
Shauna Saneinejad: I go for the classic, Ruby Red. I’m not even a huge fan of grapefruit in general, but the Ruby Red gives cocktails the perfect tart, fruity flavor.
What is your drink of choice?
Sascha Allendes: That’s a hard one. Lately the “South Congress Mule,” which is simply 2 oz Deep Eddy Vodka, ½ oz fresh lime juice and 4 oz ginger beer with a lime garnish.
Shauna Saneinejad: This might contradict the last question, Ruby Red being my favorite variety… But my favorite drink is a Bloody Mary with Deep Eddy Original and garnished with pickles.
What is coming up for Deep Eddy in the near-future?
Sascha Allendes: We have three refurbished 1946 Spartan Trailers on tour hitting festivals all around the U.S. this summer and beyond. We call it the “Dive In tour” — the trailers are super-unique-looking and will provide a rad environment for our consumers.
What is coming for Noise Pop?
Shauna Saneinejad: Next up, is our 20th Street Block Party. This is a free, micro-festival we bring to the street of the Mission District in San Francisco. Since its inaugural year in 2013, the 20th Street Block Party has grown into a summer staple, drawing a crowd of 20,000 for the one day.
Most exciting for us this year though is the return of Treasure Island Music Festival. The fest is returning for its 11th year after taking a quick break to move venues. The new venue is in Oakland but will still have that quintessential Bay Area view. This festival has always been a special one for the Bay Area — the never-miss-an-act, two-day celebration draws the most eclectic lineup and artwork.
When not busy with work, how do you like to spend your free time?
Sascha Allendes: Enjoying the Austin outdoor and music scenes with family and friends.
Shauna Saneinejad: Of course shows and concerts, but when you are surrounded by music all the time, sometimes it’s the little things that I try to work on. Like eating, I love to go out to restaurants since San Francisco has some of the best food in the world — in my probably biased opinion). Eating is another great activity to do while sippin’ on a Deep Eddy cocktail.
What was the last concert you attended for fun?
Sascha Allendes: Black Angels, a cool local Austin band.
Shauna Saneinejad: Mutek SF. Mutek Festival happens in Montreal, Tokyo, Barcelona, and Mexico City, and the first U.S. installment launched in early May. I went to multiple shows and it reminded me of how original and beautiful house, techno and visual art can be. My favorite set during the fest was Galaxy 2 Galaxy, an electronic jazz group form Detroit. This was their first California show at Bimbos 365 Club, one of the most historical and beautiful venues in Little Italy.
Do you have a favorite restaurant near your office?
Sascha Allendes: Ramen Tatsu-Ya. There’s always a line but it’s worth the wait.
Shauna Saneinejad: Favorite restaurant… That is tough since our office is in one of the most foodie micro-hoods. It is a three-way tie: Farmhouse is a super special Thai spot that opened up recently, then there’s Tartine Manufactory which is famous and famous for a reason, and lastly El Metate — cannot forget Mission Mexican, and it is one of the best.
Finally, any last words for the kids?
Sascha Allendes: Support your local music scene!
Shauna Saneinejad: Check out music you have not heard of. Don’t go to festivals just for the top two lines of artists on the lineup. Give the bottom rows a try, because in the next few years, they are likely to blow up, and this will be your chance to have experienced an intimate moment with them. That is what I’ve learned from working for an Independent production company like Noise Pop, I discover new bands every day. This is why Deep Eddy is our favorite partner — they get it and support the local artists that will become something big.