On Saturday April 19, as the Coachella Valley Music and Arts Festival kicked off another epic weekend in Indio, California, Heineken, the festival’s official beverage sponsor, provided fans with a new way to experience the music, food, and art that surrounded them. This year, Heineken unveiled its definitive Heineken House to festival-goers during both weekends of Coachella, April 11-13 and April 18-20.
The Heineken House provided fans with an opportunity to see the intimate performances of artists and collaborations, which remained a surprise until the actual time to perform at the fetival. Some acts that made surprise appearance included: Carnage, Classixx, Jimmy Lyell, and Fishbone. Through Heineken’s recent partnership with the social-media platform, Snapchat, fans have been able to engage in dialogue and "snap" hints about which musical acts will be performing together in the Heineken House. Fans can connect to HeinekenSnapWho and begin “snapping.” Those who connect will have a better opportunity at catching the collaborations live and won't miss out on these performances.
Not only has there been incredible music, but there also has been incredible food and beverages offered. A special LA-based chef made his own culinary creations, redefining simple delectable treats for festival goers to enjoy. Heineken also featured its World Fusion Bar, which showcased Heineken’s classic brewery flavor with a twist. Heineken Fusions included an eclectic mix of herbs including lemongrass, mint, and chili-pepper, which added unique flavors to its classic taste. In addition, campers at the festival were able to enjoy cold beer, thanks to Heineken by providing cold storage with up to two cases of beer for themselves. Campers pre-registered at: heineken-coachella.com.
In response to this year’s festival, Pattie Falch, the Director of Sponsorships & Events at Heineken USA stated in a press release,
"The Heineken House is an experience aimed at helping people look at the world a little bit differently across relevant passion points – from music to art to food. The Coachella Valley Music and Arts Festival shares our passion for creating legendary experiences, so we couldn't be more excited for this year's festival."
To get updates all festival long on musical collaborations and other action at the Heineken House, festival-goers can stay connected through HeinekenSnapWho on Snapchat or share in the action via Facebook, Twitter, or Instagram: www.facebook.com/Heineken, @Heineken_US, #HeinekenHouse.