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

Concert-goers encouraged to stay cool by dressing, acting and drinking responsibly

Coachella Valley, Calif. -- Apr. 16, 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, manage their alcohol consumption and recycle.

“In the midst of non-stop music and activity, it’s easy for Coachella attendees to get caught up in the excitement and put taking care of themselves to the side,” said [Coachella Representative], “We are so thankful that Gate City Beverage Distributors and Heineken USA are making responsibility a priority to help attendees have the best possible experience.”

“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 [third] 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’Neill, 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 customers 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.”

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