Revelers headed to Ultra Music Pageant this weekend in Miami will be capable to get free water, because of an initiative by beer firm Heineken to encourage accountable ingesting. The “This One Is On Us” marketing campaign offers free cups of water to individuals who go to the Heineken Home on the pageant. The corporate can be sponsoring the entire pageant’s water stations.
“By encouraging accountable consumption and making water extra accessible, we’re serving to attendees get essentially the most out of their pageant expertise, compliments of Heineken,” Bjorn Trowery, Director of Company Communications and Model PR at Heineken USA advised THUMP.
The free water shall be out there at a devoted water bar in Heineken House the brewer’s onsite barthroughout the length of the pageant, in addition to at stations throughout the location the place folks can refill their very own bottles.
Ultra has been offering free water at its festivals since 2013, previous to this water was solely out there to buy for $ 5 a bottle, in accordance with Pulse Radio. Offering free water to attendees is seen as a precedence by the hurt discount movementthe precept of minimizing the damaging penalties of substance use. Nightlife security group DanceSafe warns of the hazards of heatstroke throughout outside festivals and advices that attendees attempt to keep hydrated. The group recommends ingesting two cups of water (500ml) each hour, even if you happen to do not feel thirsty.
Ultra is not the one American pageant to make steps in direction of implementing onsite hurt discount measures. Final 12 months, EDM juggernaut Insomniac introduced an initiative to convey drug schooling to their occasions. California-based Lightning in a Bottle has been offering a complete security initiativeincluding free water stations and chillout zonesfor various years.
Trowery stated that the initiative at Ultra can even be delivered to future occasions and festivals all year long. The marketing campaign is a part of the corporate’s company social accountability program “Brewing a Higher World” which goals to make accountable consumption and sustainable practices simpler, accessible, and extra related to their shoppers.
Justice, Underworld, and The Prodigy are all enjoying at Ultra, which goes down this weekend at Bayfront Park in Downtown Miami.