Open floor plan
The brand’s first activation at Indio, about 130 miles outside Los Angeles, was a rather standard 10-by-10-foot tent selling beer. And it was one of the few spots that had air conditioning, which offered cover from the punishing sun and temperatures that could hit triple digits.
The space has morphed numerous times—there were once two giant domes—and it has hopped around the Empire Polo Club until finding its current location near the festival’s Outdoor Theater.
The airy footprint now measures nearly 100-by-100-feet, one of the larger brand activations on the site. A new openness—with outdoor decks, beer gardens, flower walls and art installations that Amorese called “much more inviting”—intends to mesh with the surrounding activity.
Day drinking
With the Soberchella movement in full force, especially with Gen Z, the brand recent began stocking the festival with its fast-growing booze-free product, Heineken 0.0, along with its flagship brew. On the menu again this year is Heineken Silver, a lower carb, lower calorie light beer that used Coachella as a formal introduction in 2023. The debut is credited with jumpstarting sales of the line extension.
“The sheer popularity of Coachella makes it a great launching pad—the impressions are massive,” Amorese said. “And it’s the perfect target demo.”
