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@mongrel
A good way to get booze sponsorship - and this is going to sound contrary - is to get DrinkAware
involved in sponsoring you too.
Booze companies are being pressured into appearing more responsible at the moment, so they're falling over themselves to sponsor things in conjunction with DrinkAware (who will also supply free water at the event!)
Thing is booze companies are so big they're only really willing to sponsor large events that are gonna get at the very least regional media coverage. RPM's suggestion is more sensible, but I think even oddbins are too big.
A local newsies or independent offie might be persuaded if you can tempt them with getting in the local rag - it's ALL about being able to promise publicity for their brand.