It's new! - Red white blue malt - It's different - So is Follow the parade
The pattern
This still is filed under Event symbol poster.
Define
A symbol or allegory that makes an event feel like a destination. Not a timetable. A magnet.
Mechanism
Attraction by emblem. Date and venue ride under a picture that already means come.
Verdict
We are filling a room, a night, or a run of dates
Why it works
This is borrowed interest done explicitly rather than by accident: the poster shows the malt, then uses the word different as a hinge to hand that novelty over to the show. Setting the copy inside the glass silhouette makes one shape do the work of image and text panel at once, so the sheet has a single strong silhouette at fifty feet. The two roundels function as bursts on either flank, carrying the new claim and a throwaway quantity gag, which is the same flanking device used on packaged-goods labels of the period.
Steal this when
Use this when your product is unknown but sits next to something the audience already craves, and you can build a sentence that transfers the attribute across. Also steal the container-as-layout trick: one bold object silhouette holding all copy reads far better at distance than a picture plus a text block.