Jul 18, 2012 at 12:54 PM
written by

Coachella To Set Sail With Beer Sponsor Already Aboard

If you've ever dreamed of going on a water slide at sea while listening to your favorite live music, you now have that opportunity. One of the most popular summer music festivals in America is taking to the high seas with a unique new concert cruise format unveiled yesterday. The organizers of the The Coachella Valley Music and Arts Annual Festival will set sail with S.S. Coachella in December from Miami Fort Lauderdale to Jamaica and the Bahamas - with 20+ musical acts aboard and an official beer. Heineken is the first official sponsor.

"It’s everything you love about Coachella in an equally beautiful and peaceful setting with built in amenities," organizers said in a statement on the Coachella website. "Plus, as if the music, pool and buffet aren't enough to keep you busy, we have created some additional activities. By the end of the cruise you will be familiar with your fellow passengers, the people that bring you Coachella, the artists you know and the artists you don’t."

Coachella, held each April in Indio, California has hosted top acts such as Eminem, Snoop Dogg, Paul McCartney, Prince, Radiohead, Dr. Dre, Oasis, Madonna, The Cure, Kanye West, Rage Against The Machine, Beck, Gorillaz, Bjork, Nine Inch Nails, MGMT, The White Stripes, Jay-Z, Beastie Boys, Swedish House Mafia, Kaskade, David Guetta, Avicii and others since getting started in 1999.

Heineken has been a long time sponsor of the Coachella Valley Music and Arts Annual Festival so it's no surprise to see them joining this latest property extension. At the most recent festival, the Heineken brand supplied an enormous fridge where fans could store up to two cases of Heineken throughout the festival.

"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," said Pattie Falch, Director of Sponsorships and Activation, Heineken USA. "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."

It will be interesting to see which other sponsors join Coachella's inaugural sea voyage.