🍹 Sober Festival Goers Secure New NA Options

Music festival season is in full swing, and this year it’s seeing more than just psychedelic costumes and light shows.

The music industry is nothing if not eager to tap into youth trends; in this case, it’s the rising popularity of non-alcoholic beverages from across categories that’s manifesting at concert venues nationwide. Live Nation made headlines by investing in Liquid Death in 2021, but more activity followed: Goldenvoice, the promoter behind influencer-laden festival Coachella, has partnered with Los Angeles-based non-alcoholic (NA) retailer New Bar for two years in a row and has shown the revenue potential of innovative NA options in these settings.

Those types of partnerships represent an opportunity for functional and THC drinks to not only gain recognition but re-contextualize the overall festival experience while giving promoters an opportunity to increase concession sales.

BevNET Insiders can read the full story to understand how functional and hemp-derived THC beverage brands are making use of the festival scene and scaling within new venues.

Refresco Beverages is asking for at least $67 million in damages after accusing former client Congo Brands of backing out of a long-term production agreement for sports drink PRIME, according to a lawsuit filed last week in the Court of Chancery in Delaware.

📝 The complaint – which pits the world’s largest independent beverage bottler against one of the most popular drink brands to emerge in recent years – stems from a 2023 agreement between Refresco and Congo to manufacture sports drink PRIME Hydration, a three-year contract that stipulated for up-front investment in an additional, exclusive production line in Refresco’s Truesdale, Missouri facility for PRIME’s custom shaped and sized bottles. 

Read the full details on BevNET.

I’m Marty Caballero, part of the Editorial team at BevNET, and I’m excited to invite you to become an Insider! If you’re looking to gain a competitive edge in the food, beverage, or beer industries, becoming a BevNET & Nosh Insider is your key to staying at the forefront of the field.

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