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Stagecoach, the top-grossing country music festival in America—which may or may not get a visit from Beyoncé this year—is breaking ground in the modern temperance movement by inking its first booze-free beverage partner for the upcoming three-day event near Los Angeles.
The alliance between festival organizer AEG’s Goldenvoice and non-alcoholic bottle shop The New Bar is an outgrowth of 2023’s first-time collaboration with sister fest Coachella, which earned it the nickname Soberchella. The New Bar, as part of its expanded deal, will have a larger on-site presence during both Coachella weekends, which kick off April 12.
The move fits into the growing sober curious and dry tripping trends, largely driven by Generation Z, which aim to add a clear-headed layer to traditionally hard-partying events.
“We’re addressing a true need and desire from festival attendees,” Brianda Gonzalez, founder and CEO of The New Bar, told ADWEEK. “Wherever there’s a lot of drinking, there are people looking for alternatives—they still want to be part of the environment, just in ways that are more accessible to them.”
The deal is also another step forward for the nascent, fast-growing non-alcoholic spirits category, where brands are increasingly popping up in sports stadiums, airlines, coffee shops, health clubs and other venues.
“People are looking to come back from a vacation or an experience feeling recharged, inspired and invigorated,” Gonzalez said. “They don’t want to re-enter their lives from a weaker place.”
Superstar sightings
The addition of booze-free cocktails may not be the only head-turner at Stagecoach 2024, if current internet chatter turns out to be accurate. There’s speculation that Beyoncé could make a surprise appearance to perform with her “Levii’s Jeans” collaborator Post Malone during his April 27 headlining set.
If she does, “Queen Bey” will be part of a lineup that already includes artists ranging from Eric Church, Miranda Lambert, Morgan Wallen and Willie Nelson to Diplo, Wiz Khalifa and Nickelback.
