Ice Cream & Frozen Yogurt

Wisconsin’s Summerfest Gets More Spirited with Proof Hard Ice Cream

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Proof Hard Ice Cream, in partnership with Summerfest 2024, will offer visitors to the Wisconsin music festival single servings of its ultra-creamy, 5% alcohol-by-volume frozen dessert in four cocktail-inspired flavors: Sweet Caramel Old Fashioned, Tropical Piña Colada, Strawberry Daiquiri Spritz, and Chocolate Espresso Martini.

Summerfest, one of the USA’s largest outdoor concerts, delivers a nine-day concert experience over the course of three consecutive weekends in June and July, featuring a wide range of bands and solo artists ranging from Maroon 5 and Mötley Crüe to Keith Urban, Lil Yachty, Carly Rae Jepsen and Three Dog Night. With over a million attendees expected, the event presents a prime opportunity for Proof to peddle its spirited refreshments from the back of customized bicycle carts, as its freezers are mobilized to bring scoops to the masses.

Making it happen logistically is M Shiraz LLC. Established in 2008, it is a premier distributor of fine wines and spirits with more than 2,000 customers served by 11 sales representatives throughout the dairy state.

“As a Milwaukee-based alcohol wholesaler, we cannot convey our level of excitement and pride to be handling distribution for this iconic music festival,” said Mark Schraith, owner of M Shiraz.

Proof products are currently distributed in tamper-resistant containers to adults 21 and older in California, Florida, Illinois, North Carolina, Missouri, South Carolina, Tennessee, and Wisconsin, with additional states coming soon.