SOURCE: Heineken USA

April 14, 2010 10:47 ET

Gate City Beverage Distributors and Heineken USA Provide Tips to Rock Out Responsibly at the Coachella Music and Arts Festival

Concert-Goers Encouraged to Stay Cool by Dressing, Acting and Drinking Responsibly

COACHELLA VALLEY, CA--(Marketwire - April 14, 2010) -  Gate City Beverage Distributors and Heineken USA today announced a joint effort to help concert-goers safely enjoy three days of music and festivities at the 11th Annual Coachella Valley Music and Arts Festival in Indio, Calif. Through a targeted PSA program, the companies will provide pointers to help music fans make the most of their Coachella experience by acting and consuming responsibly. 

Displayed on-site at the Coachella grounds as well as at surrounding hotels and licensed establishments in the Coachella Valley, this series of posters will remind attendees to wear sunscreen, layer clothing appropriately, drink plenty of water, recycle, and if drinking alcohol, to manage their alcohol consumption responsibly.

"The incredible setting and high-caliber artists make Coachella a premier music festival. We are proud that our efforts in partnership with Heineken USA will help ensure that concert goers don't miss a beat of this fantastic weekend," said Thomas Reyes, president, Gate City Beverage Distributors. 

This year's efforts mark Gate City Beverage Distributors and Heineken USA's ninth annual involvement with the Coachella Valley Music and Arts Festival and underscore the organizations' ongoing commitment to promoting responsible behavior throughout Southern California. 

"Being an active and responsible member of the communities where our products are enjoyed is one of the foundational values of our organization," said Allan O'Neil, regional vice president, Heineken USA. "The Coachella Valley Music and Arts Festival is the perfect setting to demonstrate our commitment to these values as we help our consumers give themselves a good name by exhibiting safe and responsible behavior while enjoying time with friends and top-quality music at one of the most impressive events of the year." 

About Gate City Beverage Distributors
Gate City Beverage Distributors provide a wide selection of high quality beverage products to retailers throughout Southern California's Inland Empire. Gate City Beverage Distributors is a Reyes Holdings company and part of Reyes Beverage Group, the largest beer distribution business in the United States. For more information about Gate City Beverage Distributors, visit the company website at www.gatecitybeverage.com.

About Heineken USA
Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone. Please visit www.EnjoyHeinekenResponsibly.com.