# Island-Style Lager Activations Kona Big Wave Partners with Spotify for Summer-Forward Experiences By Debra John | Published 2025-05-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kona-big-wave-partners References: [konabigwave](https://www.konabigwave.com/3) & [instagram](https://www.instagram.com/p/DJHSn2yRrM1/)  Kona Big Wave partners with [Spotify](https://www.trendhunter.com/trends/desperados-beer) to launch a dynamic series of summer-themed activations designed to connect music fans through immersive, on-site experiences. Central to this initiative is Soundwave Sessions, a curated program of intimate performances held ahead of [major music festivals](https://www.trendhunter.com/trends/heat-haus). To kick off the series, Gulf Shores, Alabama will host the first event on May 15, featuring a live set by DOPE LEMON, followed by a DJ performance from Jungle at The Hangout. Guests will enjoy a relaxed atmosphere with [Kona Big Wave lager](https://www.trendhunter.com/trends/liquid-aloha) and locally inspired food offerings. Later in the season, the series will conclude with a special session in Chicago before Lollapalooza. In addition, Kona’s branded surf shop pop-ups will appear at major festivals—including Governors Ball, Ohana Festival, and Ocean’s Calling—providing a vibrant, island-inspired experience alongside refreshing pours of Kona’s signature lager. Image Credit: Kona Big Wave ## Trend Insights (Trend Hunter) - Score: 7.3/10 - Popularity: 88% | Activity: 91% | Freshness: 40% - 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 ### Key Themes Behind This Trend - **Immersive Music Experiences:** Consumers are seeking more immersive and memorable music festival experiences beyond traditional performances, creating an opportunity to integrate brands into event atmospheres. - **Collaborative Brand Partnerships:** Brands are increasingly forming partnerships with diverse companies such as music streaming services to broaden their reach and engage audiences through co-branded initiatives. - **Pop-up Shop Integration:** Pop-up shops are transforming music festivals by offering festival-goers unique, themed retail experiences that align with the event's overall atmosphere. ### Where This Applies - **Music Festivals:** The music festival industry is continually evolving to include interactive elements that enhance participant engagement through exclusive, intimate music sessions. - **Alcohol Beverages:** The beverage industry, particularly within alcohol, is tapping into event-driven marketing to increase brand visibility and consumer connection during large-scale gatherings. - **Event Marketing:** Event marketing is shifting towards experiential tactics, using unique and dynamic activations to draw in consumers and create long-lasting brand impressions. ## Related on Trend Hunter - [Island-Inspired Beverage Campaigns](https://www.trendhunter.com/trends/liquid-aloha.md) - [Bodega Pop-Up Experiences](https://www.trendhunter.com/trends/taste-the-aloha-experience.md) - [Relaxing Travel Experiences](https://www.trendhunter.com/trends/aloha-house.md) - [Beer Brand Music Platforms](https://www.trendhunter.com/trends/coors-light-chill-on-shuffle.md) - [Beer-Branded Music Platforms](https://www.trendhunter.com/trends/chill-amplified.md) - [Island-Inspired Beer Flavors](https://www.trendhunter.com/trends/island-brands-usa.md) - [Beer-Sponsored Beach Concerts](https://www.trendhunter.com/trends/corona-and-todo-mundo-no-rio.md) - [Summer Beer Cocktails](https://www.trendhunter.com/trends/summer-beer-cocktail.md) - [Light-Bodied Session IPAs](https://www.trendhunter.com/trends/session-ipa.md)