A Brazilian sparkling wine brand is putting $50,000 on the line at one of the hospitality calendar's most distinctive winter events. Bom Dia Bubbles has signed on as presenting sponsor of "The Sparkling Summit," a four-day interactive scavenger hunt tied to the 50th anniversary of Aspen Gay Ski Week (AGSW), running January 18–22, 2027, in Aspen, Colorado. The activation puts the Brazilian brut front and center at the world's oldest continuous LGBTQ+ ski week — a high-profile play for a sparkling wine brand seeking visibility among an affluent, experience-driven audience.
How the Hunt Works
Beginning January 18, 2027, at 8:00 AM MST, a new history clue will drop daily through January 21, posted online at gayskiweek.com/bomdia. Clues draw on five decades of LGBTQ+ and civil rights history in the Aspen valley, developed in partnership with the Aspen Historical Society. AGSW 2027 ticket and pass holders receive a complimentary souvenir card deck with game rules; non-ticketed participants can pick one up at the AGSW Hospitality Suite at the Limelight Hotel by making a donation to AspenOUT, the 501(c)(3) nonprofit that produces the event. The first three contestants to submit correct answers to all four clues — starting January 21 at 3:00 PM MST at the Limelight — advance as finalists.
The $50,000 Stage Finale
The grand prize moment lands on January 22, 2027, during the event's iconic Downhill Costume Contest. Each of the three finalists selects from 50 commingled envelopes, giving each a 1-in-50 chance of drawing the $50,000 winning envelope live in front of hundreds of attendees. The spectacle is a textbook example of experiential beverage marketing: brand-funded prize money, a dramatic live reveal, and a built-in crowd of engaged consumers — all on a stage that generates significant social media content. For beverage brands tracking event sponsorship strategies in the alcohol category, the Bom Dia activation illustrates how emerging wine labels are competing for mindshare by funding memorable moments rather than relying on traditional advertising alone.
Bom Dia describes its flagship sparkling wine as a dry brut blending Chardonnay and Pinot Noir grapes sourced from Brazil's southern wine region. The brand earned a spot on Wine Enthusiast's Top 100 Best Buys, a credential that lends credibility as it pursues placement in premium hospitality and on-premise accounts. For operators and beverage directors tracking imported sparkling wine trends, the label represents a growing category of South American alternatives to European Champagne and Prosecco. The contest is open to all AGSW participants aged 18 and older, and no purchase is required to enter or win.
For hospitality properties and restaurant beverage programs eyeing partnership models with emerging brands, the Bom Dia–AGSW structure offers a replicable template: a sponsor funds an audience-activating experience tied to a signature event, while the host organization benefits from added programming and charitable fundraising. AspenOUT directs AGSW proceeds toward local LGBTQ+ youth anti-bullying initiatives and mental health programs. Full contest rules and clue updates are available at gayskiweek.com/bomdia.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
