Live Nation Bets on Feel‑Good, Non‑Alcoholic ‘Social Tonics’ With New Hiyo Partnership
Published: December 2, 2025 Live Nation is deepening its push into non‑alcoholic and “better‑for‑you” drinks, announcing a multi‑year partnership — and equity investment — in Hiyo Social Tonics that will bring the brand’s functional, alcohol‑free beverages to select venues and festivals across the United States.SSBCrack News+3Live Nation Newsroom+3Brand Innovators+3 The deal, first detailed in a Live Nation newsroom release and quickly picked up by outlets including Brand Innovators, TicketNews, That Eric Alper and others, is being positioned as one of the biggest milestones in Hiyo’s young history and a key pillar in Live Nation’s evolving beverage strategy.bevnet.com+4Live Nation Newsroom+4Brand Innovators+4