As Coachela festival, the annual music and arts festival held at the Empire Polo Club in Indio, California is closing in, various brands have announced their attendance and sponsorships for it. First we’ve had Snoop Dogg promoting his Rolling Paper Book that will be distributed at Coachella, and now we have Heineken announcing the installment of their tent at the camping grounds of the festival.
To make sure that the “tent” doesn’t just stay an ordinary festival tent, Heineken introduced some special features to it, that will be available to campers throughout the festival. It is called the “Cold Storage Room” and functions as a – you’ve guessed it – a large fridge. Campers will be able to store their beer for later use (up to two cases of Heineken cans) and chill it to a freezing temperature of 34 degrees Fahrenheit (1.1 degrees Celsius). The “fridge” will be free for all campers, however, they will have to provide their personal data and fingerprints, as those will be the “vouchers” for recollecting the stored beer.
Pattie Falch, Director of Sponsorships and Activation, Heineken USA, commented on the brand’s attendance at the fest:
“Heineken has been a proud sponsor of the Coachella Valley Music and Arts Festival for more than 10 years, and we noticed that we could be a real asset to festival campers who need a solution to keep their beer chilled throughout the weekends… We are always striving to improve the consumer’s overall experiences with Heineken and are excited to bring the Cold Storage Room to enhance the Coachella experience.”
In case you’re dropping by at the Empire Polo Club in Indio during the two weekends of the festival, take a look at which artist will be performing at the Heineken Dome:
I’ve always hated when I buy a six pack of beer at a music festival, and until I reach the fourth or the fifth beer it either gets warm or it losses its fizzyness. So this might just be the right kind of solution for such a problem. Let’s just see how will Heineken handle all those people wanting to preserve their precious beer.