# Non-Alcoholic Functional Beverage Partnerships Hiyo Taps Live Nation for a Commercial Partnership By Kalin Ned | Published 2025-12-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/nonalcoholic-functional-beverage References: [bevnet](https://www.bevnet.com/pr/2025/12/01/hiyo-brings-feelgood-social-tonics-to-fans-across-the-us)  [Hiyo](https://www.trendhunter.com/trends/breakaway-music-festival), a producer of non-alcoholic functional beverages, has formed a strategic alliance with the live entertainment conglomerate [Live Nation](https://www.trendhunter.com/trends/beyond-meat-x-live-nation), which includes both a commercial partnership and a financial investment. This collaboration will see Hiyo's product line — which is formulated with adaptogens and nootropics and marketed as promoting a sense of relaxed alertness termed a 'float' — made available for purchase at various concert venues and festivals across the United States. The announced partnership between the live entertainment conglomerate and the non-alcoholic functional beverage company cites consumer research indicating a growing preference for beverage alternatives at live events. This move is framed as a significant step in Hiyo's expansion and its positioning within contemporary social and cultural spaces. Image Credit: Hiyo ## Trend Insights (Trend Hunter) - Score: 7.7/10 - Popularity: 86% | Activity: 87% | Freshness: 57% - 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 Makes This Trend Stand Out - **Functional Beverage Demand Surge:** The rising consumer interest in alternatives to alcohol at live events signals expanding opportunities for functional beverages incorporating adaptogens and nootropics. - **Live Event Wellness Integration:** The partnership highlights a shift towards integrating health-oriented products into live entertainment experiences, providing consumers with wellness-focused options. - **Strategic Brand Alliances:** Collaborations between niche beverage producers and large entertainment brands can exponentially enhance product visibility and market penetration across diverse cultural spaces. ### Sectors Adopting This - **Non-alcoholic Beverage Industry:** Innovative partnerships with entertainment giants offer this industry new distribution channels and access to experiential marketing opportunities. - **Live Entertainment Sector:** Incorporating wellness-focused products into venue offerings aligns with evolving consumer preferences and broadens the spectrum of available experiences. - **Adaptogen and Nootropic Supplements:** The expanding application of cognitive and mood-enhancing ingredients in mainstream beverages creates a fertile ground for growth and innovation. ## Related on Trend Hunter - [Rapper-Approved Functional Drinks](https://www.trendhunter.com/trends/snoop-dogg-3.md) - [Functional Non-Alcoholic Drinks](https://www.trendhunter.com/trends/functional-nonalcoholic-drinks.md) - [Pineapple-Forward Functional Beverages](https://www.trendhunter.com/trends/pineapple-coconut.md) - [Non-Alcoholic Adaptogenic Spritzers](https://www.trendhunter.com/trends/ginny.md) - [Festive Tonic-Crafted Mocktails](https://www.trendhunter.com/trends/mocktails-for-winter.md) - [Feel-Good Functional Tonics](https://www.trendhunter.com/trends/brez-tonics.md) - [Zero-Proof Festival Experiences](https://www.trendhunter.com/trends/drinks-with-benefits.md) - [Non-Alcoholic Craft Beer Partnerships](https://www.trendhunter.com/trends/nonalcoholic-craft-beer1.md) - [Retailer Music Festival Partnerships](https://www.trendhunter.com/trends/7eleven-and-live-nation.md)