This project aims to carry out a launch activation of the new exclusive glass to serve Santa Cruz beer, highlighting the service ritual as an integral part of the consumer experience. The activation will take place in bars, pubs and relevant events, and will have the purpose of showing the glass as a key element to fully enjoy the flavor and unique characteristics of Santa Cruz beer. In addition, the promotion of the serving ritual will highlight the importance of temperature, proper tilt and handling of the glass for an exceptional beer experience.