With Alhambra Beer as the main sponsor, the Open JAZZ Festival (held simultaneously with the Málaga International JAZZ Festival) was put together by hoteliers and the City Council to fill city squares and restaurants with live music for an entire week. There were concerts in the main squares of the city center and performances at points of sale.

More than 20,000 spectators were exposed to the musical experience and there was continuous brand presence. The relationship with customers was strengthened (hoteliers). The event provided positioning in the musical sphere that doesn’t follow conventions and turns these creations into unique, authentic, and memorable reinterpretations. The brand’s own content – Alhambra programming. Easy access to the local people and visitors.