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Live Nation Partners With Non-Alcoholic Brewer Athletic Brewing Company
Live Nation partnered with Athletic Brewing Company to bring more non-alcoholic options to the concert promoter’s portfolio of venues and festivals.
Under the terms of the three-year agreement, Athletic Brewing will serve as the official non-alcoholic beer for the company’s more than 100 venues, including the Wiltern in Los Angeles, the Paramount in Brooklyn and the Gorge Amphitheater, along with a handful of Live Nation festivals Alcohol sales have slowed in recent years as Generation Z (those born between 1997 and 2012) turns 21 and begins attending concerts — club owner David Slutes with Congress Club in Tuscon, Arizona, told Billboard in 2023 that concerts catering to a younger Gen Z audience saw a 25% dip in alcohol sales compared to those targeting older demographics. The decline — blamed in part on the growing prevalence of cannabis edible products and healthier attitudes about mental and physical well-being — could have a significant impact on a concert venue’s revenue stream.
Or read this on Billboard