Nowadays is seeking to be partygoers’ non-alcoholic drink of choice this summer through an exclusive partnership with Palm Tree Crew (PTC), the hospitality platform founded by electronic music DJ Kygo and his manager, Kyles Shear.
Amidst a crowded and still-growing market for sophisticated hemp-derived THC drinks, the Los Angeles-based beverage maker has sought to distinguish itself by leaning into premium and luxury on-site experiences. The strategy culminated last month with an activation at the F1 Miami Grand Prix, a four-day event which attracted over 275,000 attendees and ranked as the third most-watched F1 broadcast in U.S. history.
Nowadays’ new partnership with Palm Tree Crew was seeded during the Formula 1 weekend after the THC drink maker sponsored a party at the Palm Tree Club Miami where electronic music group The Chainsmokers performed and drinks were sold.
The brand will now test its approach over a longer period: Nowadays will be the exclusive THC beverage sponsor for PTC events over the next 12 months including Palm Tree Music Festival dates in Aspen and the Hamptons, and affiliated parties for events like Art Basel.
Each event will include Nowadays footprint allocations and interactive activations, as well as on-site sampling opportunities and “VIP hospitality for special guests.”
“We’re proud to be the first THC beverage brand welcomed into the Palm Tree Crew family and are thrilled to introduce our products to their audience in true premium fashion,” said Justin Tidwell, Nowadays CEO and founder, in a statement. “This partnership reflects a mutual desire to elevate consumer experiences and marks a significant milestone not only Nowadays, but for the entire THC beverage category.”
But the beverage company’s year-long residency at Palm Tree Club Miami may provide the best arena for Nowadays to test its strategy. The product is now a permanent addition to beverage menus and in in-room minibars at the waterfront hotel.
The partnership will also see the debut of the Palm Tree Club Miami x Nowadays Residency Event Series in July with a performance by Alesso. The monthly concert series will span this year and into 2026.
For its part, Palm Tree Crew has lately been an active investor in emerging beverage brands and categories: the group backed Cove Soda last year, then put in $3 million (and enlisted social media starmaker Alix Earle) to help fuel the relaunch of RTD cocktail SipMARGS in March.
“Palm Tree Crew is all about creating unforgettable moments that reflect where culture is headed, and our partnership with Nowadays is a bold step in that direction,” said Michael Diaz, CEO of Palm Tree Crew. “Nowadays is redefining social experiences, and we’re excited to bring their innovative, premium beverages to our community.”