Live Nation has entered a multi-year partnership with Hiyo Social Tonics, marking one of the beverage brand’s most significant commercial breakthroughs as it looks to embed itself in the fast-growing non-alcoholic drinks space in the United States. The agreement, which also includes an equity investment from Live Nation, will bring Hiyo’s functional, mood-enhancing drinks to select venues and festivals across the country.
The collaboration arrives at a moment when live-event consumers are increasingly seeking alternatives that offer flavour, energy and sociability without alcohol. Live Nation’s own research indicates that nearly six out of ten concertgoers shift between alcoholic and non-alcoholic drinks during a show, and eight in ten say that the beverage they choose influences how memorable the overall experience feels. For Hiyo, this data underscores a shift already visible in retail aisles and nightlife spaces.
Hiyo’s range is built around blends of adaptogens, nootropics and botanicals designed to create what the brand describes as an uplifting, clear-headed feeling. Fans will first encounter the Blackberry Lemon variant at participating Live Nation events, positioning the drink as a refreshing, low-calorie option suitable for warm outdoor festivals or late-night concerts.
Evan Quinn, the company’s chief executive, called the partnership a turning point, saying it brings the brand directly into spaces where consumers are actively redefining how they connect and celebrate. Chief strategy officer Ian Knowles added that the alliance allows Hiyo to meet audiences during cultural moments when they are most open to trying new formats.
The investment extends Live Nation’s growing portfolio of emerging food and beverage companies, which already includes names such as Liquid Death and Owen’s Craft Mixers. Tom Allison, senior vice president of new ventures, said the rise of balanced consumption at shows makes Hiyo a timely addition, reflecting how fan preferences continue to evolve inside the modern concert economy.
