Key takeaways
- Live Nation's bringing Hiyo's non-alcoholic sparkling stuff to select spots in 2026-which is kind of a big deal for mainstream acceptance of NA drinks at music venues and festivals.
- You'll find cold cans at concession stands, premium club areas, and those portable bar carts (though historically, NA options at those spots have been pretty much nonexistent).
- The rollout's happening in phases, so availability's gonna depend heavily on which venue, what city, and honestly what day you're there.
- Smart move? Use NA Beer Finder to scout alcohol-free options near the venue before and after the show.
What Live Nation announced
According to industry coverage, Live Nation's positioning Hiyo's non-alcoholic sparkling beverages across select U.S. venues featuring them as a legit NA option right alongside your standard soft drinks and regular alcoholic stuff. Now, they haven't dropped a full venue list yet (neither Live Nation nor Hiyo), but this move lines up perfectly with the bigger push to give sober-curious folks, designated drivers, and mindful drinkers something better than flat ginger ale.
The consumer-facing messaging centers around "feel the float" (their tagline, not mine), which is supposed to help you spot the new cans at bars, stands, and VIP areas. Think flavorful, lightly carbonated non-alcoholic drinks that actually feel festive and social-minus the alcohol.
Find NA Drinks Near You
Real-time NA menus.
Why this matters for fans and venues
Look, concertgoers have been asking for better alcohol-free choices at shows for years now. Adding premium branded NA options like this directly tackles demand from designated drivers, people being more mindful about drinking, sober-curious fans, and honestly anyone who wants to keep their energy up without feeling like garbage the next day. From the venue side? Premium NA beverages can bump up average transaction values and stop losing sales from guests who'd otherwise just... skip buying drinks entirely. For some context here-major brewers, craft producers, basically every beverage brand is scaling non-alcoholic offerings across the U.S. market right now. To see what's trending in your area, check out our curated city guides like best NA beer in Chicago and explore the live map of NA-friendly spots near concert venues.What you'll likely see at concessions
While exact product SKUs are gonna vary (different markets, distributor agreements, venue contracts-you know the drill), fans can probably expect ready-to-drink NA cans at the fixed concession stands, those portable beer carts, and premium club areas. Cold-case placement, clear non-alcoholic signage, and availability in suites and clubs where people tend to spend more per head.
| Location | What to expect | Tips for fans |
|---|---|---|
| Main concourse bars | Branded NA cans chilling next to hard seltzer and craft beer | Just ask for "non-alcoholic sparkling" or call it out by name-Hiyo |
| Portable beer carts | Limited cold inventory; popular stuff sells out fast (like, really fast) | Buy early in the evening; double-check for the NA logo before you pay |
| Premium clubs/suites | Better shot at multiple NA flavors and regular restocks | Check suite menus ahead of time; bug suite services for restocks if needed |
| Family sections | Lower-ABV and NA-focused concession selections | Look for menu icons or signage that clearly marks alcohol-free drinks |
Timeline and where Hiyo is rolling out
Initial placements will probably cluster around high-traffic markets, flagship amphitheaters, and major arenas-basically wherever sales data supports keeping premium NA inventory in stock and where sober-curious demand is genuinely strong.- Phase 1: First wave hits select arenas, amphitheaters, and flagship venues in markets where demand's already proven
- Phase 2: Expansion to more markets and smaller venues (dependent on sell-through data and what fans are actually saying)
- Seasonal push: Expect heavier summer availability during peak tour season and outdoor festival season
How to find NA options before a show
Fastest way to guarantee a solid NA selection? Plan pre-show or post-concert stops near the venue. NA Beer Finder tracks stores, breweries, taprooms, and bars with alcohol-free options so you can pick a meetup spot that works for your whole crew.- Open the NA Beer Finder homepage and search your city or the venue's neighborhood.
- Filter by retail (bottle shops, grocery stores) or on-premise (bars, taprooms, restaurants) to see what's nearby.
- Save a couple backup locations just in case your first pick sells out or isn't open on event night.
Find NA Drinks Near You
Real-time NA menus.
Market context and what's next
Live Nation's Hiyo partnership mirrors broader momentum across stadiums, festivals, and live entertainment spaces, where non-alcoholic brands are basically fighting for limited cold storage, menu real estate, and consumer eyeballs. As distributors catch up to rising NA demand, expect faster reorders, better menu placement, and (hopefully) improved staff training around non-alcoholic options-especially during big summer tours and those massive tentpole music festivals.
For fans, this shift translates to more choices, easier ordering, and way less stigma around opting for alcohol-free drinks at shows. For venue operators, it means rethinking merchandising playbooks: clear menu icons that mark NA beverages, training staff to avoid accidental mispours, and using data to plan assortment by event type and audience demographics.
Need city-by-city help finding NA drinks near concert venues? Explore our local guides, then route to nearby retail and on-premise spots using the NA map. If you're in the Midwest, our Chicago guide gets updated regularly with new bottle shops, taprooms, and NA-friendly bars.
Coverage and references
Reporting on the Live Nation and Hiyo partnership has popped up in industry trade publications and ticketing news outlets. For background on the announcement and initial consumer response, see coverage from Brand Innovators and TicketNews.Frequently Asked Questions
Which Live Nation venues are carrying Hiyo first?
Live Nation's indicated a phased rollout at select venues starting in 2025; availability's gonna vary by market, venue size, and specific event. Check venue concession menus the week of your show and use NA Beer Finder's map to plan nearby alcohol-free options.
Will Hiyo be sold in premium clubs and suites?
Premium areas are likely early adopters since there's higher guest demand for variety and elevated per-guest spending. Ask suite services or guest relations about current NA inventory and request restocks before event day.
What flavors or styles should I expect?
Expect lightly sparkling, fruit-forward NA cans designed to feel celebratory and social. Exact SKUs and flavors depend on distributor inventory, venue agreements, and regional availability.
How can I confirm NA availability before buying tickets?
Check the venue's concessions page on their website, call guest services or box office directly, or plan a pre-show stop using NA Beer Finder's city guides and interactive map to locate nearby alcohol-free options.
Are there other NA options if Hiyo isn't stocked yet?
Yes. Many Live Nation venues already carry non-alcoholic beer, mocktails, or other NA beverages. Nearby bars, taprooms, and bottle shops often have strong NA menus-use NA Beer Finder to locate them by neighborhood or venue proximity.
