25th Annual Peach Drop New Years Eve Celebration Powered by MMs

With Christmas literally just around the corner, the holiday season is in full swing and with it comes a host of local activities guaranteeing that while you're enjoying your holiday vacation, you definitely won't be bored here in Atlanta. One such holiday celebration is a tradition in the city and the only way to truly ring in the New Year. Naturally, said event is the 25 th Annual Peach Drop at Underground Atlanta and this year promises to be the best yet with a little help from M&M's. Get ready to sing "Auld Lang Syne" as Underground Atlanta celebrates the 25 th anniversary of the Peach Drop. Since its inaugural year in 1989, the Peach Drop has remained an Atlanta tradition and a nationally recognized New Year's Eve staple.

Celebrating its silver anniversary as the largest New Year's Eve gathering in the Southeast, more than 100,000 patrons are expected to attend Peach Drop 2014 in downtown Atlanta to ring in the New Year. As the countdown to midnight begins, the peach will descend from its 138-foot tower of lights to its resting place, where confetti will shower attendees and a dazzling firework show will illuminate the night and top off the drop. New Year's Eve in Atlanta is going to be nuts - deliciously so. In addition to the traditional Underground Atlanta celebration, New Year's Eve 2014 marks the official launch of the "Year of Peanut," an innovative, year-long integrated marketing campaign to celebrate M&M'S Peanut - one of America's favorite candies since 1954. Although the year-long program will include awe-inspiring, mouth-watering activations from coast to coast, Atlanta is the perfect place to ring in the "Year of Peanut," considering peanuts have been the official crop of Georgia since 1995 and the state annually produces roughly half of the United States' yield - upwards of 1.7 million tons in 2012 according to the Georgia Peanut Commission.

Beyond sponsoring the event, M&M'S Peanut is bringing a number of surprises to the party, including a celebrity emcee and headlining performer, which will be announced later this month, as well as a unique "peanut addition" to the traditional peach drop at midnight. "The 25 th annual Peach Drop is an incredible, long-standing tradition and the perfect way to introduce 2014 as The Year of the Peanut," added Underground Atlanta President, Dan O'Leary. "As we get ready to ring in the New Year, we look forward to announcing the wonderful talent and sweet new additions this M&M's partnership will bring to the 25 th anniversary of the largest New Year's Eve celebration in the Southeast. "With entertainment for all ages, people are encouraged to head down early for a day jam-packed with activities leading up to 2013's last hurrah. From 11am to 6pm, there will be plenty of activities for the kids, including carnival-style rides, face painting and balloon artists. Underground Atlanta's restaurants and shops will be open to provide a place where adults can mingle, indulge and enjoy their day, along with live music taking place on three stages.

As 2014 draws near, performances will light up downtown Atlanta in anticipation of the countdown to the 800-pound peach's descent. Since its beginning, the Peach Drop has hosted performances by a variety of well-known artists such as Miranda Lambert, Lonestar, Lady Antebellum, Kansas, Brantley Gilbert, Collective Soul, Julianne Hough, Edwin McCain, Tito Jackson, Sister Hazel, Little Richard and Morris Day and the Time. The 2014 line-up will be announced soon, with performances taking place on multiple stages all day and night long. To learn more about the 25 th Annual Peach Drop Powered by M&M's Peanut visit www.peachdrop.com. Peach Drop is an Underground Atlanta signature event. About Peach Drop The 25 th annual Peach Drop powered by M&M'S Peanut is the Largest New Year's Eve Celebration in the Southeast, is a 16-hour event with a full day of family fun and an evening of top-notch entertainment!