Best New Retail Item: Live Nation’s Shaker Cup Cocktail Koozie (Excellence In Concessions Awards 2026)

Picture this: You’re dancing your heart out to one of your favorite artists, having the time of your life – but you’re also working up a sweat and thirsty. And who wants holding a beverage to get in the way of your fun? Enter the Shaker Cup Cocktail Koozie, winner of Pollstar’s Excellence In Concessions Best Retail Item Award. The product features a koozie to keep your drink cool and a convenient strap that can be worn around your shoulder or across your chest so you can continue enjoying the concert, hands free.

Live Nation developed the Shaker Cup Cocktail Koozie – which is available at over 35 amphitheaters operated by Live Nation and sold at all shows – in response to fan feedback, which is collected via post-show surveys, direct conversations with fans and social listening.

“One thing we consistently heard was that fans wanted an easier way to carry their drinks while they were walking the venue, grabbing food or merchandise, or dancing during the show. The Koozie came directly from that insight. It’s a simple solution, but one that makes a real difference in how fans experience a concert. It’s a great example of how small improvements, informed by fan feedback, can have a meaningful impact on the overall concert experience,” says May Cleophat, SVP, F&B Strategic Initiatives Operations.

The response from fans has been great, with Cleophat saying, “Fans immediately understood the value because it solves such a practical need, and we’ve seen fans enjoying the koozie throughout the summer season across all amps.”

And the koozies have been a hit at a variety of shows, across genres.

“What’s fun about this product is that it’s gotten a great response from many different types of fans,” Cleophat adds. “Whether dancing at a pop show, singing along to top country artists, or grabbing drinks with friends before the hip-hop headliner comes on, having an easier way to carry drinks improves the fan experience. The goal was simply to make it easier for fans to enjoy everything our venues have to offer without having to think twice about juggling a cocktail, food, or merchandise.”

As for what goes in the koozies, they were created to hold Live Nation’s refillable Shaker Cup cocktails.

“The Shaker Cup cocktail program is designed to bring an elevated cocktail experience to outdoor shows through a lineup of approachable, high-quality drinks created in partnership with award-winning mixologist Sean Kenyon,” Cleophat says. “Featuring cocktails like the Skinny Hibiscus Margarita and Strawberry Vodka Lemonade, the [Shaker Cup cocktail] program has become a signature part of the amphitheater fan experience. Building on that success, the program continues to innovate with additions like the Shaker Koozie and microphone and cowboy hat toppers, creating new ways for fans to customize their drink and extend the experience beyond the bar.”