Best New Concept In Food & Drink: Beyoncé Cowboy Cocktail Cup at SoFi Stadium (2025 Excellence In Concessions Awards)

At SoFi Stadium, the Cowboy Cocktail Cup supporting Beyoncé’s “Cowboy Carter Tour” takes the prize as this year’s Best New Concept. Created by Carl Fioren- tino, the team wanted to pay homage to Beyoncé’s Grammys look, featuring a white cowboy hat. The creative twist was added to mason jar cocktail cups, and Fiorentino worked with their souvenir cup partners, designing a custom lid featuring a mini white cowboy hat.

Beyoncé fans became absolutely obsessed. The concept quickly became a viral sensation, popping up all over social media with fans showing off their souvenir cups. Beverage

options to go along with the cup included the Sweet Honey Bey (Kettle One Vodka, house-made honey lemonade and dehydrated lemon wheel) and The Westsider (Rockstar focus, watermelon kiwi, 1800 Blanco and Prickly Pear mix).

“We were expecting the cups to resonate with the BeyHive, but to the extent it did, none of us could have predicted,” says Angie Weber, VP of Beverage at Legends/ASM Global. “It really took on a life of its own after night one and the cups showed up in viral TikTok and Instagram videos, so it was a really cool thing to see all over social media.”

The team at Legends and SoFi goes into each souvenir design with concepts in mind that will appeal to fans attending a show. Much like how they found inspiration with Beyoncé’s recent Grammys fashion statement, they pull from artists to provide a unique spin on their menu items. For instance, when Taylor Swift stopped for her “Eras Tour,” the team studied the customs of Swifties to come up with an F&B concept.

“At Legends, we’re always looking to create memorable mo- ments that go beyond the beverage itself,” Weber says. “For Taylor Swift’s ‘Eras Tour,’ we added friendship bracelets to our glittery cocktails – another example of how we tie drink concepts to the fan experience. These little touches help transform a simple drink into a shareable, collectible moment.”