Justin Rose might’ve had us all on the edge of our seats this week before being pipped by Sergio Garcia to win the Masters, but how was experiential marketing supporting the Masters tournament in 2017?

Anheuser-Busch’s Natural Light beer took a risky punt to install a nineteenth hole, fraternity-styled bar outside of Augusta National Golf Course on 7 and 8 April. A far cry from the usual prestigious and exclusive hospitality targeted at the traditional, older, respectable set, Natural Light’s installation aimed to keep it real and bring the brash ‘Natty Shack’ to a younger group of golf lovers, after all, going grey isn’t a prerequisite to enjoying golf.

Capturing the attention of golf lovers in their twenties, the college-apartment themed Natty Shack, more sports bar than country club, was hosted by 25 year old golf pro Smylie Jaufman and kitted out with second hand sofas, big screen TVs, free food, music and games, and of course, most importantly, lots of ice cold beer.

Judging by the uptake on social media, the refreshing and unusual take on Masters’ hospitality was enjoyed by many, with fans using #nattyshack to share photos of them posing on the Natty Light throne on both Twitter and Instagram.

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