The live‑entertainment giant Live Nation has deepened its investment in the non‑alcoholic beverage category by striking a multi‑year partnership — including an equity stake — with Hiyo Social Tonics. Starting this concert season, fans attending major venues and festivals across the United States will gain access to Hiyo’s adaptogen‑infused, 0% ABV social tonics, marking a major shift in how live events approach beverage offerings.

The Deal: What Live Nation and Hiyo’s Partnership Entails

On December 1, 2025, Live Nation announced that it is acquiring an equity interest in Hiyo and will bring Hiyo’s lineup of non‑alcoholic social tonics to select Live Nation venues and festivals. According to Live Nation, the partnership aims to “accelerate Hiyo’s national expansion” and to broaden the company’s beverage portfolio beyond traditional alcoholic drinks. Hiyo’s signature drinks, composed of adaptogens, nootropics, and functional botanicals, deliver a mood-boosting “float” — an uplifting sense of calm and clarity without the buzz. :contentReference[oaicite:2]{index=2}

The initial rollout will feature Hiyo’s Blackberry Lemon flavor, with more varieties expected over time. Hiyo’s drinks are non‑GMO, vegan, gluten-free, contain just around 30 calories per can, and have zero alcohol by volume (ABV). :contentReference[oaicite:3]{index=3}

Live Nation’s decision follows its own internal research: roughly 60% of fans attending their events alternate between alcoholic and non-alcoholic beverages, and 80% say that having great drink options enhances the concert experience. :contentReference[oaicite:4]{index=4}

A Broader Industry Move: Non‑Alcoholic Drinks Gain Ground at Concerts and Festivals

The Hiyo deal reflects a larger industry trend. Earlier in 2025, Live Nation partnered with Athletic Brewing Company — a leading non-alcoholic beer producer — to supply its non-alcoholic brews at over 100 concert venues and major festivals across the U.S. :contentReference[oaicite:6]{index=6}

That move, like the Hiyo collaboration, responds to growing consumer demand for mindful drinking and sober-curious consumption. Industry data cited by Athletic Brewing suggests that non-alcoholic beer sales have grown double digits for several years, with non-alcoholic drinks becoming a viable alternative for live‑music fans. :contentReference[oaicite:7]{index=7}

For Hiyo, the Live Nation partnership comes on the heels of other major growth signals: earlier in 2025, Constellation Brands — a major player in beer, wine, and spirits — acquired a minority stake in Hiyo, underscoring investor confidence in the brand and the broader non-alcoholic category. :contentReference[oaicite:9]{index=9}

Why Concertgoers and Festivals Are Embracing Non‑Alcoholic Alternatives

Several converging market and cultural dynamics help explain why non‑alcoholic options like Hiyo and Athletic Brewing are becoming mainstays at concerts and festivals.

• Rise of sober‑curious and mindful drinking trends. Younger generations — particularly Gen Z and Millennials — are drinking less alcohol overall and increasingly seeking alternatives. Non-alcoholic beverages offer the social and celebratory aspects of drinking without the risks, hangovers or buzz. Festival and concert data show a growing share of attendees preferring non-alcoholic choices. :contentReference[oaicite:10]{index=10}
• Health, wellness, and functional ingredients demand. Hiyo’s social tonics contain adaptogens and nootropics — ingredients associated with stress relief, clarity, and mood enhancement. For health-conscious concertgoers, this offers an attractive alternative to sugary sodas, alcohol, or high‑calorie drinks. :contentReference[oaicite:11]{index=11}
• Inclusivity and broader consumer base. Non‑alcoholic beverages allow events to cater to a wider range of guests — including non‑drinkers, designated drivers, younger adults, sober-curious attendees, or those who simply prefer not to drink. This inclusivity can enhance overall guest experience and satisfaction.
• Brand and venue strategy diversification. For organizers like Live Nation, offering non‑alcoholic options expands beverage revenue potential while aligning with evolving consumer preferences. Partnerships with companies like Hiyo broaden the company’s portfolio beyond alcohol-dependent revenue. :contentReference[oaicite:12]{index=12}
• Regulatory and social pressures. With growing scrutiny of alcohol-related harm, venues and promoters may find non‑alcoholic options preferable — reducing risks tied to overconsumption, underage drinking, and liability. Offering high‑quality alternatives can also reduce stigma and promote safer social environments.

What Hiyo Brings to the Table: Ingredients, Experience, and Brand Positioning

Hiyo markets itself as a “social tonic” — a fresh category beneath traditional soda, beer, or cocktail lines. Their drinks combine fruit-forward flavor with functional benefits, thanks to ingredients like adaptogens, nootropics, and botanicals. According to Hiyo, the effect is a light, uplifting “float.” :contentReference[oaicite:13]{index=13}

Key product features include:

• 0% alcohol by volume (ABV) — ideal for those avoiding alcohol.
• Low calorie content — roughly 30 calories per can, making it a lighter alternative to sugary sodas or alcoholic drinks.
• Functional ingredients — adaptogens, nootropics, and botanicals intended to support mood, calm, and clarity.
• Thoughtful flavor profiles — fruit‑forward, refreshing flavors such as Blackberry Lemon, with plans to expand to others.
• Health-conscious positioning — non-GMO, vegan, gluten-free, aligning with current consumer wellness trends. :contentReference[oaicite:14]{index=14}

By combining these attributes, Hiyo offers concertgoers and festival‑attendees a socially acceptable and enjoyable beverage — without the drawbacks linked to alcohol. For many, this aligns with changing lifestyles and increasing demand for moderation.

Strategic Importance for Live Nation — Business Implications and Growth Potential

For Live Nation, this move represents more than just a new drink menu item — it demonstrates strategic diversification aligned with shifting consumer behaviors.

By investing in Hiyo rather than merely adding it as a vendor, Live Nation stakes a position in the emerging non-alcoholic beverage market, giving the company potential upside if Hiyo expands successfully beyond live venues into broader retail, distribution, and mainstream consumption. :contentReference[oaicite:15]{index=15}

This strategy mirrors broader trends in consumer packaged goods (CPG), where big companies branch into “better‑for-you” and wellness-oriented products. Hiyo’s earlier minority investment from Constellation Brands underscores this trend’s momentum within the beverage industry. :contentReference[oaicite:16]{index=16}

For Live Nation, the benefits are multi-fold:

• Expanded revenue streams: Non‑alcoholic beverages may open up sales to a larger segment of fans, including under‑21 attendees, sober-curious fans, and those who prefer moderation.
• Improved brand image and inclusivity: Offering non‑alcoholic, health-conscious options can enhance Live Nation’s reputation as a forward-thinking, fan‑centric company.
• Risk mitigation: Reducing reliance on alcohol sales may lessen liability linked to intoxication, underage drinking, or alcohol-related incidents at events.
• Investment upside: As an equity partner in Hiyo, Live Nation stands to benefit financially if Hiyo’s retail and distribution footprint grows beyond concert venues.

Market Context: Growth of Non‑Alcoholic Beverages and Social Tonics

The non-alcoholic (NA) beverage sector has seen significant growth in recent years. According to industry data, non-alcoholic beer, social tonics, and functional drinks are among the fastest-growing segments in the drinks market, driven by health-conscious consumers and shifting social norms. :contentReference[oaicite:17]{index=17}

Major beverage companies are increasingly investing in this space. As previously mentioned, Constellation Brands’ acquisition of a minority stake in Hiyo reflects a strategic bet on the rising popularity of non‑alcoholic lifestyle drinks. :contentReference[oaicite:18]{index=18}

Meanwhile, for live entertainment companies, partnerships with NA brands are becoming a trend: Live Nation’s earlier collaboration with Athletic Brewing shows that the company is actively diversifying beverage offerings to meet changing consumer demands. :contentReference[oaicite:19]{index=19}

Analysts suggest that the non-alcoholic market — from beer to social tonics — could continue growing as more consumers adopt moderation, sober curiosity, or wellness‑oriented lifestyles. With major distribution channels opening up and concerts/festivals increasingly embracing NA options, 2025–2026 may mark a tipping point for mainstream acceptance.

Reaction From Fans, Industry, and Observers

The announcement has drawn widespread attention. Many fans welcome the expansion of beverage choices at concerts and festivals, appreciating that they can enjoy the live‑music experience without needing alcohol to fit in or have fun. For some, it’s an important shift toward inclusivity and broadening social norms around concert drinking. :contentReference[oaicite:20]{index=20}

Industry watchers note that the partnership could signal a new era for live events — where “sober‑friendly” or “wellness‑friendly” experiences become a standard expectation rather than a niche offering. Given rising public interest in mental health, moderation, and healthier lifestyles, such moves may better align with evolving consumer values — especially among younger generations. :contentReference[oaicite:21]{index=21}

At the same time, some traditionalists might view the shift away from alcoholic beverages as a departure from what many consider a classic concert‑going experience. Whether non‑alcoholic drinks like Hiyo can match the popularity and revenue potential of alcoholic beverages remains to be seen, especially for venues and promoters accustomed to alcohol-driven profits.

Conclusion

The partnership between Live Nation and Hiyo Social Tonics marks a significant pivot in how live entertainment experiences handle beverage options — blending consumer demand, wellness trends, and business strategy. With Hiyo’s adaptogen‑infused, non‑alcoholic social tonics now available at major concert venues and festivals across the U.S., Live Nation is betting on a growing shift toward moderation, sober‑curious lifestyles, and inclusive audience experiences. As the non‑alcoholic beverage segment continues to grow rapidly, this move may well set a new industry standard — transforming concerts and festivals into spaces where fans can celebrate, connect, and enjoy music without the need for alcohol.

Meta: This report is based on verified reporting from Live Nation, Hiyo Social Tonics, and other reputable trade and industry news outlets as of December 2025. It provides an up-to-date and comprehensive overview of the strategic partnership, market context, and potential implications for the live‑music and beverage industries.