Alfonso Brandy’s 'Alfie Alley Year 2' launch concludes with great success

Setting the stage for nationwide expansion


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On April 24, 2024, Pop Up Katipunan witnessed another milestone gathering as over 3,000 attendees, including Alfonso Brandy’s loyalists fondly called "Tropang Alfie," media, and prominent influencers, came together to celebrate Alfie Alley Year 2. The launch event, hosted by Alfonso Brandy, showcased spectacular musical and artistic talent while highlighting the brand's commitment to the community and creating excitement in the brandy category.


Celebratory highlights

"Alfie Alley Year 2" was masterfully hosted by Alex Diaz and Sabrina San Diego, whose charismatic presence and engaging commentaries were central to the evening's festivities. The event featured performances from well-known artists such as Ace Banzuelo, Sud, Autotelic, Sandwich, and John Roa.

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Upon arrival, attendees were gifted an exclusive Alfie Alley rock glass and a journey map, leading them through a curated event experience. The night was further highlighted by the launch of the 2024 Artist Series bottle designs, a collaboration with artist Mr. Dee Jae Pa'este. 

Alfonso Brandy’s Sales and Marketing Director, Lauren Tanganco, unveiled these unique bottle designs during the event, noting, "After seeing the response to last year’s designs, the Alfonso Brandy Artist Series bottles will continue this year, with an even more eye-catching and vibrant design. The design also lends itself to personalization, making it perfect for this year’s gifting and holiday season.”


Another memorable moment was the unveiling of the Light variant giant bottle through a stunning light show, which drew applause and admiration from the crowd. Additionally, the "Alfreedom" wall allowed attendees to leave their mark by expressing what it means to be part of "Tropang Alfie," fostering a sense of unity and pride.

Fun-filled activities at the Light, Zero, and Platinum booths allowed attendees to win exclusive merchandise, such as Alfie Alley tumblers and socks, adding an interactive dimension to the evening.

Looking ahead

The success of Alfie Alley Year 2 has paved the way for the event's expansion to other cities across the Philippines. Upcoming runs are scheduled in Iloilo and Davao this September, in Laguna this October, and in Pampanga this November. 

Tanganco shared her excitement about the expansion, stating, "After tonight's success, we are more eager than ever to bring this celebration to Luzon, Visayas, and Mindanao and connect with more Tropang Alfie nationwide.”

Alfonso Brandy thanks everyone who participated and contributed to the event's success and looks forward to continuing the tradition of Alfie Alley in more locations across the country.