# Non-Alcoholic Music Festival Sponsorships Breakaway Music Festival and Hiyo Expand Partnership By Kalin Ned | Published 2026-07-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/breakaway-music-festival References: [bevnet](https://www.bevnet.com/pr/2026/07/14/breakaway-music-festival-and-hiyo-announce-expanded-multiyear-partnership-across-national-festival-tour) Breakaway Music Festival and [Hiyo](https://www.trendhunter.com/trends/nonalcoholic-functional-beverage) have announced an expanded three-year partnership that designates Hiyo as the official non-alcoholic beverage partner for Breakaway's nationwide festival tour across the 2026, 2027, and 2028 seasons. This announcement builds upon several years of prior collaboration that began with selective integrations. The Breakaway Music Festival and Hiyo agreement encompasses 13 U.S. markets in 2026 alone, where Hiyo's organic social tonics will be available on-site. The beverages are accompanied by immersive activations and discovery-led product sampling developed through Breakaway Music Festival's newly launched experiential marketing division, Breakaway 360. All in all, this partnership reflects a strategic alignment between the festival's mission to create inclusive, community-driven experiences and Hiyo's rapid national expansion, which now includes over 9,000 retail locations such as [Target](https://www.trendhunter.com/trends/sunset-sixer) and [Costco](https://www.trendhunter.com/trends/sunset-party-pack). Image Credit: Breakaway Music Festival x Hiyo ## Trend Insights (Trend Hunter) - Score: 8.7/10 - Popularity: 95% | Activity: 82% | Freshness: 84% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Sober Festival Culture:** Alcohol-free beverage integrations are reshaping live music environments by making inclusive social experiences central to festival programming. - **Immersive Beverage Sampling:** Discovery-led activations create new space for functional drink brands to convert festival audiences through memorable, sensory product trials. - **Wellness-led Sponsorships:** Health-conscious lifestyle brands are gaining visibility in entertainment settings as consumers seek mood-enhancing alternatives to traditional alcohol. ### Who This Affects Most - **Non-alcoholic Beverages:** Functional social tonics are positioned to capture demand from consumers who want celebratory drinking rituals without alcohol. - **Music Festivals:** Nationwide festival tours are becoming high-value platforms for experiential brand partnerships that extend beyond standard concession sales. - **Experiential Marketing:** Specialized activation divisions can help venues and festivals package audience engagement as a scalable revenue channel for emerging brands. ## Related on Trend Hunter - [Non-Alcoholic Functional Beverage Partnerships](https://www.trendhunter.com/trends/nonalcoholic-functional-beverage.md) - [Festive Tonic-Crafted Mocktails](https://www.trendhunter.com/trends/mocktails-for-winter.md) - [Music Experience-Focused Beer Campaigns](https://www.trendhunter.com/trends/heineken-house.md) - [Major Beverage Brand Expansions](https://www.trendhunter.com/trends/sunset-party-pack.md) - [Flavorful Tonic Variety Packs](https://www.trendhunter.com/trends/sunset-sixer.md) - [Non-Alcoholic Wine Tour Supports](https://www.trendhunter.com/trends/lets-be-friends.md) - [Celebratory Non-Alcoholic Beverage](https://www.trendhunter.com/trends/Celebratory-non-alcoholic-beverages.md) - [Major Music Event-Focused Partnerships](https://www.trendhunter.com/trends/juno-awards.md) - [Woman-Led Music Events](https://www.trendhunter.com/trends/hard-rock-x-the-cocacola-company.md)