What Alcohol Brands Have Brewing For Music Festival Season
BevAlc brands have long used music festivals as a stage for expansive, creative off-premise marketing activations. Some of the biggest brands — along with non-alcoholic options — have outlined their spring plans, which include celebrity partnerships, immersive experiences and more.
Absolut House of Cosmo
Pernod Ricard USA’s Absolut, the Official Vodka Partner of Coachella Valley Music and Arts Festival, has partnered with Paris Hilton and her media company 11:11 media to bring the “ultimate mixing experience” to the event, which takes place April 11-13 and April 18-20.
The “Absolut House of Cosmo” is an immersive experience that blends elements of Hilton’s signature style, cocktails, creativity, culture and community, according to a media release. Key features include:
- A curated menu of Absolut cocktails.
- The Sliving Room, a stylish lounge designed for connection.
- Interactive self-expression stations for capturing shareable moments.
- Guest surprises and performances throughout the festival weekends.
- An Absolut x Tefi Pessoa textline, a service where attendees can text 442-200-5576 to receive festival tips and advice from cultural commentator Tefi Pessoa.
In addition to the in-person experience, Absolut and Hilton are launching the “Absolut x Paris Hilton Cosmo Collection” on ReserveBar, which includes a ready-to-serve Absolut Classic Cosmopolitan, a tote bag with Hilton’s signature, and a disposable camera.
Patron’s New Product Launch
Bacardi Limited’s Patron tequila is stepping into festival season with a luxe new offering and several exciting collaborations, sponsorships and activations. The brand is launching the Patron El Alto Mini, a sleek, portable version of its premium tequila, across multiple Coachella and Stagecoach (April 25-27) events.
- Patron El Alto will serve as the official tequila sponsor for the Neon Carnival, Coachella’s popular afterparty featuring performers like Anderson .Paak and Charly Jordan.
- It will also have a presence at the Gallery Desert House by Gallery Media Group and co-host multiple parties with live music and signature cocktails at Stagecoach.
- The brand will sponsor Zenyara Desert Nights, an upscale music experience at Coachella, and will also participate in Rodeo Nights during Stagecoach weekend.
- Finally, Patron will team up with Guess as the exclusive spirits sponsor for a series of late-night events at the fashion brand’s desert estate.
Aperol’s Italian-Inspired Spritz Piazza
Campari Group’s Aperol, the Official Spritz Partner of Coachella 2025, will mark its third consecutive year at the festival with its most immersive activation yet, the brand said in a media release.
The “Aperol Spritz Piazza” will be a vibrant, Italian-inspired oasis at the heart of the General Admission area, designed to resemble a traditional Italian square. The space invites festivalgoers to relax, socialize and take part in daily surprises and interactive moments. Each day will feature a different unique activation, including:
- A digital trivia challenge with prizes.
- Personalized “sunset glow-up” styling stations.
- An orange-hued photo display inspired by the desert.
Beyond the Piazza, Aperol will also host activations in VIP areas, including the Aperol Ape in the VIP Rose Garden, the Aperol Spritz Bar in the 12 Peaks VIP Area, and activations in the Safari Campgrounds. For fans watching from home, Aperol will air the Coachella experience through a livestream on its website.
Soberchella Returns With The New Bar
The New Bar, a Los Angeles-based non-alcoholic bottle shop and online marketplace, is returning as Coachella’s Official Non-Alcoholic Partner for the third year and spearheading what's become known as Soberchella.
According to a report from Adweek, the activation promises a bigger and better experience in 2025, including more exclusive product launches, merchandise, a new sweepstakes and amped-up marketing activity.
Additionally, The New Bar has reimagined its event spaces with more interactive elements, lounging areas and themed activities from brand partners like Recess, Almave, and newcomer Free AF, per the report. For example, Recess will host a “Recess Rest Stop” at Stagecoach, inspired by a vintage gas station with seating, charging stations and photo opportunities.
Similarly to Absolut, The New Bar has also released a Coachella-themed product bundle on its website.
