Music festivals are already an entrenched and essential part of the young Spanish culture. It is difficult to find someone who has not come to any. And, fortunately and thanks to the enormous diversity they handle, everyone can find the one who adapts their tastes: there are massive events and full of large poster heads, small and cozy meetings with an avant -garde offer, enclosures located in idyllic places around which to build a holiday plan …
The festivals, for years, are much more than a collection of concerts. They have grown towards the total leisure experience. They offer gastronomy, innovation, socialization, tourism. And always under a premise: have a good time.
That premise is what Freddie Heineken, grandson of the founder of the mythical beer brand, baptized how cosinessa Dutch word that refers to the feeling of having fun, of enjoying the moment. “I don’t sell beer, I sell cosiness”, I would say in his time the Dutch beer. And it is precisely Heineken®, a brand with more than a century and a half of history and presence in 190 countries, which applies that maxim in those festivals sponsored, such as Tomavistas, Les Arts, FIB, Kalorama Madrid, Monegros, Arenal Sound or Holika Fest, among others.
The company, for years, has been far beyond putting the logo in the glass. He wants to become an engine and creator of experiences: “Heineken® spaces have opted for innovation, with interactive activities, exclusive awards and multisensory proposals that have turned their activations into authentic meeting points for music and beer lovers,” explains Marta Moreno, head of Heineken® brand in Spain.
A bar, an alchemy of flavors …
One of the main examples that illustrate this innovation work is the Heineken® Booth, a hybrid between bar, dance floor, flavors and interactive zone laboratory, and “one of the most vibrant and original spaces in the festivals sponsored by the brand, standing out not only for offering beer, but for merging music, innovation and design in an immersive experience,” says Moreno.
In the Heineken® Booth you can already try, for example, the Foam Infusion, a beer foam with flavors such as passion fruit or Orange Spritz, the alternative to classic beer – which of course, there is – for those who seek to get out of the mold and try a fresh, colorful and original drink.
In the Booth, apart from surprising with these new drinks, you can enjoy a specific musical program, with DJs such as Delore, Cristina Tosio, Dolça Van Leuwen, Javier said and Kara Havana. A space, the Booth, which gives us a respite the frantic rhythm of the main scenarios, but which has its own idiosyncrasy and becomes an attraction by itself, with interactive activities in which it is possible to get exclusive gifts, a way to involve attendees and imply them even more in the universe of the festival.
Innovations such as Heineken® Booth show that Heineken®’s link with music is part of its DNA. It is not conjunctural: it is a strong and constant alliance with the festival culture. “Live music is a unique way of connecting with people and celebrating good times together. Our commitment to Spanish musical culture is still more alive than ever,” Moreno synthesizes.
Live music is a unique way of connecting with people and celebrating good times together. Our commitment to Spanish musical culture remains more alive than ever
Marta Moreno, head of Heineken® brand in Spain
In an increasingly competitive circuit, where brands struggle to achieve the affinity of the public, Heineken® bets on a mixture of innovation, participation and creativity to win their faithful. For this reason, a foam of tropical fruit flavor – distressable, instagrameable and original – does not remain in mere curiosity. On the contrary: it is rather a demonstration that you can still (and must) innovate. An ingenious sample of where the festive experience can go in the coming years.