We noticed women dieting to prep for Coachella, and now another trend’s emerging around the massive two-weekend Southern California music festival: juicing.
Los Angeles juice institution Clover Juice commanded the biggest presence at Coachella this year, with three cold-pressed juice bar pop-ups spread out among the festival’s beer gardens and camp grounds for both weekends. No word yet on how their sales are holding up compared to Pabst Blue Ribbon, but last year Clover Juice reportedly sold 4,000 bottles of the good stuff to concert-goers. All that dancing in the desert must make people thirsty.
Likewise, national juice brand Evolution Fresh, which you know from Starbucks and Whole Foods, staked out Kari Feinstein’s Style Lounge over weekend one to keep celebs like Audrina Patridge hydrated in the Coachella heat. And Moon Juice, the Venice- and Silver Lake-based juice outpost with a fierce cult following, stocked the Ace Swim Club and its restaurant Kings Highway at Coachella, handing out cold-pressed juices, milks, and tonics.
“Since opening today [Friday], there have been hoards of desert bounders coming in with coolers to load up on juices, moon milks, our cosmic provisions, and moon tonics… sustenance for the long, hot days and late nights of the festival,” says Moon Juice founder Amanda Chantal Bacon. “We’ve created a little oasis of wellness in the desert.”
While no known juice brands have created cleanses specifically geared towards the festival after a weekend of inebriation and concert food, Refinery29 recommends a Moon Juice cleanse as a post-Coachella “lifesaver.”
And on that note, Juice Served Here (who sold juices at Coachella this year out of a “stealthy matte black urban assault vehicle,” as CEO Alex Matthews calls it) is promoting their signature cleanse as a pre and post Coachella detox option on their Facebook page.
We’re calling it: cold-pressed juice is officially the hottest accessory at Coachella. After flower crowns, of course. —Jamie McKillop