Live Nation taps into sober curious trend with non-alcoholic drink deal

• Live Nation has signed a multi-year deal with Athletic Brewing Company to bring non-alcoholic beers to over 100 U.S. venues and four major music festivals, including Bonnaroo. The partnership will cater to shifting drinking habits among music fans.
• According to a press release, 70% of live music fans want more beverage choices at concerts. Athletic Brewing’s non-alcoholic options will be available nationwide, supporting the growing sober-curious movement.
• The trend of younger generations drinking less alcohol is supported by a 2023 Gallup poll and reflected in decreasing alcohol sales at Gen Z-focused shows, influenced by factors like increasing racial and ethnic diversity, rising marijuana use and less in-person socializing.

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Live Nation is bringing the buzz — without the booze. The concert giant is responding to shifting drinking habits among music fans.

Athletic Brewing Company, a leader in the non-alcoholic beer industry, has signed a multi-year deal with Live Nation. The partnership will bring Athletic’s non-alcoholic brews to over 100 U.S. venues and four major music festivals, including Bonnaroo.

More non-alcoholic options at concerts

According to a press release, 70% of live music fans want more beverage choices at concerts. Live Nation is listening, aligning itself with a broader cultural shift toward mindful drinking.

Athletic Brewing’s lineup includes Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA, and Athletic Lite. These options will be available at venues across the country, catering to the growing sober-curious movement.

Gen Z is drinking less

The move reflects a larger trend — younger generations are drinking less alcohol. A venue entertainment director in Arizona told Billboard that alcohol sales at Gen Z-focused shows have dropped by as much as 25% compared to concerts geared toward older audiences.

A 2023 Gallup poll supports this trend. The survey found that alcohol consumption among U.S. adults under 35 has declined over the past two decades. In 2023, 62% of young adults reported drinking alcohol, down from 72% in 2003.

Changing demographics and new habits

Several factors contribute to the decline in alcohol consumption. One key reason is the increasing racial and ethnic diversity among young adults. Many of these groups traditionally consume less alcohol, shifting the overall statistics.

But alcohol isn’t the only thing changing. Experts point to the rise in marijuana use and less in-person socializing as factors influencing drinking habits.