[MONDAY MINUTE] Why Live Nation is Betting Millions on Your Sobriety | Business of Mindful Drinking

According to Live Nation Entertainment, 60 percent of attendees alternate between alcoholic and non-alcoholic drinks at live events. Additionally, with internal consumer research showing that 80 percent of attendees believe a “great beverage” enhances the experience, it probably shouldn’t surprise you to hear that Live Nation Entertainment has taken an increasingly active investment role within the beverage industry. And as the “mindful drinking” and “sober curious” movements spread…Live Nation Entertainment continues to bet big on better-for-you alcohol alternatives, believing heavily that the growth of zero-proof partying will make the beverage segment increasingly attractive within on-premise settings. So, in recent years, the world's leading live entertainment company has expanded how attendees can celebrate throughout a show…strategically investing in Athletic Brewing, Liquid Death, JOLENE Coffee, and most recently social tonic maker Hiyo.