Heineken Enhances ULTRA MUSIC FESTIVAL with State-of-the-Art Installation

  Heineken Enhances ULTRA MUSIC FESTIVAL with State-of-the-Art Installation

New Heineken House Debuts at the 15th Anniversary of Festival to Deliver
Heineken Beers in World-Class Style

PR Newswire

WHITE PLAINS, N.Y., March 13, 2013

WHITE PLAINS, N.Y., March 13, 2013 /PRNewswire/ --Heineken®, the official
beer sponsor of ULTRA MUSIC FESTIVAL, happening March 15-17 and March 22-24,
2013 at Bayfront Park in Miami, is transforming the beer line into the
ultimate festival experience with its latest activation. Making its debut at
the 15th anniversary of the famous event, the Heineken House delivers a world
of electronic dance music (EDM) entertainment and star service to guests, ages
21 and over, as their ice-cold Heinekens are being poured.

Complete with LED lighting, low-hanging fog, air conditioning and projections
of ULTRA stage feeds, the structure is designed to immerse guests into a
complete audio and visual experience that ensures they don't miss any of the
action. The Heineken House will provide a premium pouring service with special
hosts to accompany guests from entry to exit.

"Heineken has been a proud sponsor of ULTRA MUSIC FESTIVAL for six years and
knows attendees expect cutting-edge experiences that enhance the EDM-festival
ambiance," said Leanne Maciel, Manager of Sponsorships and Activation,
HeinekenUSA. "With this activation, we've transformed the beer line into the
festival destination, giving attendees an immersive experience every time they
purchase a beer so they don't miss a beat."

As the premier sponsor of the ULTRA MUSIC FESTIVAL, Heineken and Heineken
Light will also be on tap across the festival grounds. Beyond the new
structure, consumers can purchase and enjoy Heineken at the Heineken Light
Star Bar, complete with lounges and live projections of the festival
performances. At the Heineken Light Pavilion, a line-up of eight additional
bars featuring 32 handles of Heineken and Heineken Light will be ready to
deliver world-class taste with the perfect pour.

Bringing ULTRA-experiences to fans beyond festival grounds, Heineken launched
the Ultra Remix App to invite music enthusiasts to test their mixing skills
and create personalized tracks from their mobile device. Designed for all
skill levels, the App features multiple channels and a unique selection of
audio files to mix with. The first remix available on the App is by Ultra
performer, DJ WhiteNoize.

The Heineken Ultra remix app is available for download on Heineken's Facebook
page (www.Facebook.com/Heineken) and in the Apple store or Google Play for
users ages 21 and over.


HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary
of Heineken International BV, the world's most international brewer. European
brands imported into the U.S. include Heineken Lager, the world's most
international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale,
and Strongbow cider. HEINEKEN USA also imports the Dos Equis portfolio, Tecate
portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe
ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from
your smartphone at taximagic.heineken.com.


As the world's most famous outdoor electronic music festival, ULTRA has won
"Best Music Event" by the International Dance Music Awards (IDMA) six
consecutive years, from 2005 to 2011, "Best International Dance Music
Festival" by the Ibiza DJ Awards in 2008 and "Best Festival" by the Village
Voice Media New Times consecutively five years running from 2005 through
2009. Originally created as a pure EDM (electronic dance music) festival in
1999, ULTRA has grown through the years to present not only the genre's
hottest, biggest and best headline artists (The Prodigy, Swedish House Mafia,
The Chemical Brothers, Tiesto, David Guetta, deadmau5, Underworld, Kraftwerk,
Armin van Buuren, Moby, Fatboy Slim, Justice, Carl Cox and Avicii to name a
few), but also crossover headline bands that incorporate EDM elements in their
music and have a history or new beginning in the EDM community and culture
(The Cure, The Killers, New Order, Duran Duran, The Black Eyed Peas, Erasure,
M83, Santigold, The Ting Tings, Cut Copy, Empire of the Sun and Bloc Party).
In 2012, global pop icon Madonna appeared as a special surprise guest—the
festival's gift to their fans—to introduce the main stage final headlining
artist AVICII, joining him behind the decks to premiere his UMF remix of her
new single "Girl Gone Wild." The year also was the subject of CAN U FEEL IT,
a major documentary feature about the festival, which was shown in over 500
theatres nation-wide. Together with its signature, cutting-edge productions,
ULTRA is unrivalled by consistently presenting the world's greatest, most
diverse EDM line-ups year after year. In 2013, as it celebrates its 15 year
anniversary, ULTRA will become the first major EDM festival in the world to
expand to two weekends with dates set for March 15, 16 and 17 and March 22, 23
and 24. Weekend 2 is already sold out, and Ultra has broken their previous
record with ticket sales in 85 countries so far for the 2013 Festival. A
global brand,ULTRA MUSIC FESTIVALtakes place in Miami, Brazil, Argentina,
Chile, Ibiza and Korea, expanding into Europe with ULTRA EUROPE July 2013 in

SOURCE Heineken

Contact: Donya LaHaye, Account Supervisor, Edelman, +1-212-729-2168,
donya.lahaye@edelman.com; or Adam Feigen, Heineken USA, +1-914-681-4138,
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