Soberchella: Booze-Free Bars Are Coming to the Famous Desert Music Festival

The New Bar, a Los Angeles bottle shop, becomes the first nonalcoholic retail partner for the trendsetting event

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

A tiny booze-free bottle shop in Los Angeles has landed a first-of-its-kind deal with Coachella for on-site bars during both weekends of the upcoming desert music festival.

The New Bar, which opened its doors in July and quickly cemented its place as a community hub, will be the official nonalcoholic retail partner of the nearly sold out concert series in Indio, Calif., which starts April 14.

Founder Brianda Gonzalez has had her sights set on a partnership with Coachella since launching her business, though she’s leading a bare-bones operation of three people.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in