Aperol Encourages Revelers to ‘Join The Vibe’ at Coachella With ‘Riverdale’ Actress Camila Mendes, Pop-Ups and More

Aperol is encouraging guests at the Coachella music festival to “join the vibe” with an activation featuring the appearance of the actress, Camila Mendes. (Photo: Aperol)

Aperol announced on Thursday that the brand is returning to Coachella in 2024 and bringing the Italian tradition of Aperitivo with it to the music festival. The Campari-owned brand is inviting 21-and-up attendees to experience the Aperol Terrazza, an on-site food and beverage experience set to take place during the festival.

The Aperol Terrazza at Coachella will be located within the 12 Peaks VIP section and is part of a collaboration with Chef  Samuele Silvestri and the “culinary storytelling house,” CARVINGBLOCK. The experience is designed to evoke an Italian square, and guests can indulge in Aperol Spritzes and Cicchetti, traditional Italian small bites. The Terrazza will be open from 4-7 p.m. each day during the festival, starting April 4.

In addition to the experience, the brand tapped the “Riverdale” actress, Camila Mendes, to help get the party started.

“My friends and I love going to music festivals, and Aperol Spritz is our drink of choice whenever we get together, so I know we’ll have a blast attending the Aperol Aperitivo Italiano experience at Coachella this year!” Mendes shared in a news release.

Individuals who purchased General Admission tickets can still get in on the fun, as Aperol will be activating its piazza, a bright orange space with a bubble-blowing pergola rooftop and indoor tram to inspire conviviality.

“Having established deeply joyful ties to music, Aperol is elated to welcome guests back again this year to join the vibe with an authentic Italian pastime — fostering shared experiences at daytime social occasions through Aperitivo.” Campari America Head of Marketing Andrea Sengara said. “The Aperol Aperitivo Italiano is a testament to Aperol’s deep connection and commitment to our Italian Heritage and we look forward to having music lovers join the vibe under the glow of the desert sun.”

Coachella is Aperol’s first stop on a festival season tour, and the brand intends to make appearances at other major music festivals throughout the year.

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