- Live Nation has forged a multi-year partnership with Hiyo Social Tonics that will raise the beverage maker’s profile and make its products more readily available at the entertainment company’s venues and festivals. The partnership also includes an equity investment in Hiyo by Live Nation.
- Hiyo’s beverages are non-alcoholic, but include adaptogens, nootropics and functional botanicals to create an uplifting sense of calm and clarity that the brand describes as a “float.” The partnership’s launch will feature Hiyo’s Blackberry Lemon flavor.
- The deal came about through Live Nation research indicating that 60% of the fans that attend their events alternate between alcoholic and non-alcoholic drinks. Additionally, 80% said having a great beverage makes the experience better.
Live Nation is looking to diversify their non-alcoholic beverages through partnerships and this Hiyo collaboration is just another part of this process.As part of the partnership, Live Nation will take an equity stake in Hiyo to “accelerate Hiyo’s national expansion.”
“Fans celebrate in different ways throughout a show – sometimes with an alcoholic beverage, sometimes with non-alcoholic alternatives, and often a mix of both,” said Tom Allison, SVP of New Ventures at Live Nation, in a statement. “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 and help support their next phase of growth.”
Live Nation also has stakes in brands such as Anthony Kiedis and Shane Powers-owned JOLENE Coffee, Liquid Death, Owen’s Craft Mixers and others. Live Nation also recently partnered with Kraft Heinz as part of a broader strategy of connecting with CPG brands. As part of that deal, Kraft Heinz will be the Official Condiment and Official Mac & Cheese at select Live Nation venues.
