Live Nation backs non-alc functional drinks brand
Live Nation Entertainment has purchased a minority stake in alcohol-free functional brand Hiyo, following Constellation Brands’ investment earlier this year.
Described as an organic, non-alcoholic ‘social tonic’, Hiyo is made with a blend of adaptogens, nootropics, and botanicals.
The world’s leading live entertainment company said the deal aims to expand access to premium non-alcoholic drinks at its shows, with the category seeing ‘growing demand’ among concertgoers.
The multi-year partnership will see Hiyo’s beverages rolled out across select Live Nation events and festivals in the US, starting with the brand’s Blackberry Lemon flavour.
“Fans celebrate in different ways throughout a show – sometimes with an alcoholic beverage, sometimes with non-alcoholic alternatives, and often a mix of both… As fans’ tastes continue to evolve, Hiyo fits naturally into what they’re reaching for next,” added Tom Allison, senior vice-president of Live Nation.
According to a Live Nation global study of 898 live musicgoers, six in 10 said they alternate between alcoholic and non-alcoholic beverages at shows – a term dubbed ‘zebra striping’.
Additional flavours in the Hiyo lineup include: Passion Fruit Tangerine, Peach Mango, Strawberry Guava, Watermelon Lime, and Pineapple Coconut.
The investment from Live Nation comes 10 months after High West Whiskey owner Constellation Brands took a minority stake in Hiyo for an undisclosed sum.
Hiyo CEO Evan Quinn called the partnership with the entertainment firm a “defining moment” for the brand.
“Consumers today are looking for choices when it comes to how they connect, celebrate, and socialise – and partnering with Live Nation puts us at the centre of that shift,” he continued.
In July, Smirnoff owner Diageo and Live Nation signed a multi-year deal, with the drinks giant named the official spirits partner of 16 live music events and festivals across the UK.
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