Breakaway Music Festival and Hiyo Announce Expanded Multi-Year Partnership Across National Festival Tour

Breakaway Music Festival and Hiyo announced a three-year partnership naming Hiyo the official non-alcoholic beverage partner of Breakaway Music Festival for the 2026, 2027, and 2028 seasons. The expanded relationship will bring Hiyo’s organic social tonics across Breakaway’s nationwide festival tour, providing attendees a premium non-alcoholic option on site, increasing beverage choice for fans, and reinforcing a more inclusive approach to live music culture.

The partnership builds on multiple years of collaboration between the two brands, with Breakaway serving as an early supporter of Hiyo’s entry into the live music space. What began as selective festival integrations has evolved into a scaled, multi-market relationship as both continue to expand nationally.

As Breakaway delivers its largest U.S. festival season to date across 13 markets in 2026, Hiyo continues to accelerate its national footprint, with availability now in more than 9,000 retail locations like Target and Costco, and major digital sales.

The partnership reflects a shared commitment to meeting evolving consumer preferences for more diverse, experience-driven social occasions. According to Statista Consumer Insights data recently reported by Boardroom, Gen Z consumers report lower rates of regular beer, wine, and spirits consumption compared with previous generations, with only 18–20% of Gen Z respondents of legal drinking age reporting regular consumption of these categories. As consumer preferences continue to diversify, Breakaway remains focused on creating festival experiences that give fans more ways to participate and connect.

As part of the agreement, Hiyo has also selected Breakaway 360, Breakaway's newly launched experiential marketing division, to develop and execute branded activations across the festival portfolio, creating new opportunities for the brand to engage fans across Breakaway’s nationwide footprint. Together, the teams will create immersive consumer experiences featuring discovery-led product sampling woven into interactive activations throughout the festival experience.

“We're proud to continue building with the Hiyo team and to deepen a relationship that has been rooted in trust and collaboration,” said Tiffanie Hauger, Vice President, Brand Partnerships and Activation at Breakaway. “As Breakaway continues to grow our nationwide footprint, we're excited to continue to help introduce Hiyo to new audiences and create fan experiences that extend beyond traditional sponsorship.”

“Live music has always been about connection. People go to festivals to feel something: the music, the energy, the community. They take home memories that last long after the music ends,” said Tom Fraccalvieri, Senior Vice President of Marketing at Hiyo. “What we're seeing is that people aren't looking to experience those moments any differently; they just want more choices in how they show up for them. That's what makes this partnership feel so natural. Breakaway has built an incredible community around live music and culture, and we're excited to be part of that experience, while giving fans another way to stay present and connected.”

Together, Breakaway and Hiyo will continue to create new ways for fans to engage with the brand throughout the festival experience. The partnership also marks a continuation of Hiyo’s long-term investment in music as a core pillar of the brand, building on years of collaboration with Breakaway as an early supporter and key growth partner in Hiyo’s live experiential expansion.