THC drinks may have hit a snag, but zero-proof partying is still in full swing with this morning’s announcement of a new multi-year partnership that brings Hiyo Social Tonics into Live Nation venues across the country.
The alliance also includes an equity investment from Live Nation, which has similarly backed non-alcoholic brands like JOLENE Coffee, Liquid Death and Owen’s Craft Mixers, the latter of which also produces low-dose THC drinks under the Daizy’s Social Soda banner.
“This is a defining moment for Hiyo. 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,” said Evan Quinn, Hiyo CEO, in a press release. “It’s a powerful opportunity to bring our feel-good social tonics to some of the most iconic music venues in the country, reaching millions of fans during the moments that make them feel most connected.”
As the non-alcoholic movement spreads, better-for-you alternatives like Hiyo – whose lineup includes 12 oz. canned seltzers made with a blend of adaptogens, nootropics and functional botanicals – have become increasingly attractive within on-premise settings.
As the world’s largest concert promoter, Live Nation has taken an increasingly active investment role in the segment. The company claims that 60% of attendees alternate between alcoholic and non-alcoholic drinks at live events.
“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. “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.”
Along with retail distribution at chains like Whole Foods, Sprouts, Meijer, Wegmans and H-E-B, Hiyo established itself in the concert and event scene last year, teaming with music promoter Insomniac to be the exclusive provider of ready-to-drink social tonics at its events, starting with last year’s EDC Las Vegas.
The news bookends a year of significant growth for the brand, which welcomed Constellation Brands as an investor through its venture capital group in February after announcing a $19 million funding round the month prior.