Live Nation is expanding its beverage portfolio with a multi-year partnership and equity investment in Hiyo Social Tonics, a fast-growing non-alcoholic drinks brand aimed at fans seeking “better-for-you” options at live events.
The move will bring Hiyo’s fruit-forward, adaptogen-infused beverages to select Live Nation venues and festivals across the U.S., marking one of the largest brand milestones in Hiyo’s history.
Hiyo’s lineup includes nootropics, functional botanicals and what the company calls its signature “float” — a light, mood-boosting effect designed to offer calm and clarity without alcohol. Fans will first find the brand’s Blackberry Lemon flavor on menus, a low-calorie option aimed at pairing with a broad range of live entertainment experiences.
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“This is a defining moment for Hiyo,” CEO Evan Quinn said. “Consumers today are looking for choices when it comes to how they connect, celebrate, and socialize – and partnering with Live Nation puts us at the center of that shift.”
Live Nation says that shift is backed by recent fan research: six in ten attendees reported switching between alcoholic and non-alcoholic beverages during events, and 80% said a great beverage enhances the experience.
“Partnering with Live Nation brings our mission to life on the biggest cultural stage there is, live music,” added Ian Knowles, Hiyo’s chief strategy officer. “Together with Live Nation, we get to meet people in the moments that matter most, helping fans everywhere ‘feel the float.’”
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The investment makes Hiyo the latest addition to Live Nation’s growing roster of beverage partnerships and equity stakes, which includes brands like Liquid Death, Owen’s Craft Mixers and JOLENE Coffee. Tom Allison, senior vice president of new ventures at Live Nation, said the brand fits naturally into the evolving tastes of concertgoers.
“Fans celebrate in different ways throughout a show — sometimes with an alcoholic beverage, sometimes with non-alcoholic alternatives, and often a mix of both,” Allison said. “As fans’ tastes continue to evolve, Hiyo fits naturally into what they’re reaching for next.”
Hiyo’s rollout at Live Nation venues will continue throughout the year, with availability updates posted at drinkhiyo.com.
