WHITE PLAINS, N.Y., April 5, 2017 /PRNewswire/ -- Heineken®, the official malt beverage sponsor of the Coachella Valley Music and Arts Festival for the 16th consecutive year, is proud to bring back the fan-favorite Heineken House to the festival April 14–16 and April 21–23. This year's Weekend One line-up features headliner George Clinton & The Parliament Funkadelic performing for the first time in such an intimate setting in over 30 years.
Fresh off his work on Kendrick Lamar's latest album, George Clinton & The Parliament Funkadelic will play a full two hour set on Saturday (4/15). Other Heineken House exclusive performances include Bone Thugs-N-Harmony, TWRK, Chris Lake, DJ SLIINK, DJ Nu Mark, BJ THE KID, and more.
"For the fourth year in a row, the Heineken House continues to be the ultimate Coachella party destination and can't-miss part of the festival experience," said Pattie Falch, brand director for sponsorships and events, Heineken. "As the only sponsor who can book talent at the festival, we're kicking it up a notch this year with an intimate performance by legendary artist George Clinton while bringing back some fan favorites from previous years to ensure that guests enjoy a social, high-energy and engaging atmosphere."
The Heineken House, open to festival goers ages 21 and over, is more than just unforgettable and legendary musical performances and experiences. For the second year in a row, the House boasts a Sustainable Dance Floor powered by the movement of the attendees during each set. Kinetic energy created when attendees bust a move will be converted into electricity used to power the LED lights of the floor, creating a unique party atmosphere. The more house-goers dance, the more the house will light up.
When not listening to music, a Digital Art Wall inside the Heineken House is dedicated to bringing to life the creative spirit of the festival. The interactive simulation area that allows House visitors to create custom art with a selected stencil, or tag a selfie with a spray can. Coachella attendees will then be able to email their artwork as a souvenir or share on their social channels.
New this year to the Heineken House at Coachella is "This One Is On Us", an initiative launched in the United States for the first time in March. Consumers can visit a water bar in the Heineken House to receive free cups of water throughout the entire duration of the festival. By encouraging moderate drinking, we can enable festival attendees to get the most out of their festival experience, compliments of Heineken.
"This One Is On Us" debuted for the first time in 2016 and is part of Heineken's commitment to Brewing a Better World, by offering initiatives that make responsible consumption and sustainable practices easier, accessible and more relevant to our fans."
Heineken Cold Storage returns to the Festival camping ground this year with its enhanced delivery service format. With Cold Storage On-Demand, campers' cold beer will be stored for them and then delivered directly to their campsites by messengers when they are ready for it. Taking advantage of Heineken Cold Storage also makes campers eligible for other on-site perks including prizes, beverage tickets or front-of-line access during a performance of their choice at Heineken House.
To participate in Heineken Cold Storage, campers aged 21 and up can drop off their beverages and register for the text message based service. Beverages will be delivered daily from 12-7p.m. and all requests must be submitted no later than 6 p.m. They can also schedule ahead of time by visiting this website.
To experience the festival with Heineken, follow the brand on Twitter or Instagram, @Heineken_US, use the hashtag #HeinekenHouse, or visit the Heineken Facebook page, www.facebook.com/Heineken for performance schedules and updates.
About HEINEKEN USA
HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of HEINEKEN NV, the world's most international brewer. Core brands imported into the U.S. are Heineken®, the world's most international premium beer brand, the Dos Equis franchise, the Tecate franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Newcastle Brown Ale, Red Stripe, Sol, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.
Caitlin Galeotti, Edelman PR
firstname.lastname@example.org / Tel: 212-729-2494
Bjorn Trowery, Heineken USA
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SOURCE HEINEKEN USA