Courtesy of the World’s Most Refreshing Beer, almost 600 legal-drinking-age consumers from throughout the Northeast will converge on New York City for a special concert Saturday night at Chelsea Piers. The invitation-only event will kick off with a three-hour exclusive Circle Line Ferry charter featuring amazing views of New York City’s skyline and entertainment by local DJs.
The party then docks and continues at Pier Sixty in Manhattan, where winners will be treated to a private concert headlined by Colorado-based electro pop duo 3OH!3, whose next album will be released later this month. Opening for them is three-time DMC World DJ champion, DJ Craze.
This Night Rules event is the grand prize of a six-week regional promotion to celebrate and reward legal-drinking-age consumers who make Coors Light a part of their night.
“Coors Light fans always seem to create and live by their own Night Rules when they head out with friends for the evening,” said Ashly Guhring, MillerCoors field marketing director for the Northeast region. “We wanted to give these fans, who have their own unique ways to make nights better, the ultimate Night Rules experience. And there’s no place better to host a party such as this than in New York City, where Coors Light is the best-selling light beer.”
The event will offer the complete Coors Light experience, as Pier Sixty is transformed to include ice bars, Night Rules models and Coors Light Super Cold Draft stations pouring the coldest Coors Light possible. Those in attendance will also participate in live-band karaoke, where they will be able to choose from a song list and sing with the support of an actual band accompanying them.
Access to the Night Rules trip was granted through an online sweepstakes and local promotions, including pre-parties where tickets to the big event in New York City were given away.