Live Nation Partners With Hiyo Social Tonics

Live Nation announced the company has partnered with Hiyo Social Tonics in a multi-year deal where Live Nation has made an equity investment. The partnership marks one of Hiyo’s biggest brand moves in history.

Hiyo’s mood-boosting social tonics join Live Nation’s investment portfolio, which also includes JOLENE Coffee, Liquid Death and Owen’s Craft Mixers.

“This is a defining moment for Hiyo,” Evan Quinn, Chief Executive Officer at Hiyo, said in a statement. “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. 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.”

Ian Knowles, Hiyo’s Chief Strategy Officer, said, “Partnering with Live Nation brings our mission to life on the biggest cultural stage there is, live music. From the beginning, we set out to create a refreshing, low calorie and delicious beverage that also feels good, which allows our customers to stay social, and live fully – truly enhancing how we socialize. Together with Live Nation, we get to meet people in the moments that matter most, helping fans everywhere ‘feel the float’ as they move, connect, and experience the joy of live music.”

Live Nation aims to ensure fans can enjoy any sort of beverage option throughout their shows, including alcoholic drinks and non-alcoholic alternatives.

“Fans celebrate in different ways throughout a show – sometimes with an alcoholic beverage, sometimes with non-alcoholic alternatives, and often a mix of both,” Tom Allison, SVP of New Ventures at Live Nation, said in a statement. “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.”