Despite not competing in Augusta, golfer Smylie Kaufman and sponsor Natural Light "joined the fun of Masters week" with the creation of the "Natty Shack," a storefront near Augusta National Golf Club that was "converted into a frat-house-themed hospitality space," according to Sean Zak of GOLF.com. The space included "free beer, a community pig roast, club music, televised golf, and an assortment of lawn games." Natural Light was "taking a pointed jab at Augusta National’s self-reverence." The shack "created an amusing juxtaposition, a brash, low-brow party just outside one of the most buttoned-up institutions in the sports world." A-B InBev's US Value and Near Beer Brands VP Chelsea Phillips said, "The Masters, obviously, is an event that doesn’t get catered to the age group of 21 to 27. It seemed like a good place for us to come in and offer something to fans that are here and really aren’t being spoken to." The space was "built in its entirety Thursday" and included "three televisions inside the shop." An RV from Barstool Sports also was "in the parking lot." An RSVP-only event Friday "drew 400 people, with even more expected Saturday." Phillips: "We like to have fun with things that traditionally are a little stuffier or thought of as not necessarily for this target" (GOLF.com, 4/8).
