Live Nation Partners With Social Tonic Brand Hiyo, Invests In The Future Of Feel-Good Beverages
Live Nation and Hiyo Social Tonics have officially announced a multi-year partnership, a strategic move that also includes an equity investment from the world’s leading live entertainment company. This collaboration is set to introduce Hiyo’s feel-good, better-for-you beverages to music fans at select U.S. venues and festivals. The deal is one of the biggest in Hiyo’s history and centers the brand’s fruit-forward, mood-boosting social tonics right in the heart of the live music experience.
Hiyo’s social tonics are crafted with adaptogens, nootropics, and functional botanicals designed to deliver the brand’s signature “float,” an uplifting sensation of calm and clarity that helps fans feel good and present in the moment. Live Nation’s latest fan research strongly supports this partnership, showing that six out of ten fans alternate between alcoholic and non-alcoholic drinks at live events, and a massive 80% agree that a great beverage enhances the live experience. Evan Quinn, Hiyo’s Chief Executive Officer, noted, “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. It’s a powerful opportunity to bring our feel-good social tonics to some of the most iconic music venues in the country.” The brand will first introduce its Blackberry Lemon flavor, a bold, refreshing, low-calorie option that is 0% ABV, non-GMO, vegan, gluten-free, and USDA Organic Certified.
Live Nation’s equity stake in Hiyo is a strategic investment that will accelerate Hiyo’s national expansion. It aligns with Live Nation’s growing investment portfolio, which backs brands like JOLENE Coffee, Liquid Death, and Owen’s Craft Mixers, all meeting evolving consumer demands. Tom Allison, SVP of New Ventures at Live Nation, commented, “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. We’re excited to bring the brand into our venues.” Ian Knowles, Hiyo’s Chief Strategy Officer, added that the partnership brings their mission to life on the “biggest cultural stage there is, live music,” enhancing how people socialize and helping fans everywhere “feel the float” as they connect and experience the joy of live music.
