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Stagecoach, the top-grossing country music festival in America—which may or may not get a visit from Beyoncé this year—is breaking ground in the modern temperance movement by inking its first booze-free beverage partner for the upcoming three-day event near Los Angeles.
The alliance between festival organizer AEG’s Goldenvoice and non-alcoholic bottle shop The New Bar is an outgrowth of 2023’s first-time collaboration with sister fest Coachella, which earned it the nickname Soberchella. The New Bar, as part of its expanded deal, will have a larger on-site presence during both Coachella weekends, which kick off April 12.
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