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• How Hiyo’s Live Nation deal adds momentum to zero-proof role on-premise
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THC beverages may be on hold for the moment, but as they say, the show must go on. 

That’s the gist of Live Nation’s announcement this morning that it is teaming with adaptogen-powered social tonic brand Hiyo to bring its non-alcoholic functional drinks to concerts and events nationwide, confirming that the world’s largest concert promoter isn’t backing off its big bet on zero-proof partying.  

Insiders can access the full story.

BevNET Live (Dec. 7–9) begins next Sunday, and the room is nearly at capacity. More than 800 founders, operators, investors, and retail partners are already registered, with more joining daily.

Register before the event sells out.

Bev-alc suppliers are certainly looking to the holidays for a little cheer after sales were down for the two-week period, ending November 15. 

Insiders can access the full data dive.

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Mockly and Huxley? Sounds like they could be related, and in a way, they are: both the drinks in this week’s reviews roundup are sporting freshly revamped branding. 

📝 Check out our tasting notes here.

To submit your beverage product to BevNET for review, click here. And to browse past reviews, check the archive here.

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🚀 Crave Ventures, a service-for-equity, growth-backed partner for emerging CPG brands, has officially launched after a months-long pilot period.  The company claims it is “built like an agency and backed like a VC.” 

• Crave’s in-house agency, Crave Labs, supports content and third-party endorsements, while partner Alliance & Sales Marketing opens doors to retail opportunities. 

Read the full release here.

🌊 Florida-based adaptogenic beverage brand Wavy Daze has entered the adult non-alcoholic alternative category with four-SKUs (Raspberry Lemon, Cherry Limeade, Strawberry Basil and Crisp Apple) of flavored sparkling water. Read the full release here.

Got news of your own? Submit it here.

Here’s a look at leading headlines from around the beverage industry. Insiders get access to the full story.

1. Can Creatine Be The Next Big Thing In Functional Beverage?
2. Inside the Mainstreaming of Ingestible Beauty
3. Spirit Brands Preach Pivot from CPG Marketing Playbook
4. Chlorophyll Water Seeking ‘Low Seven-Figure’ Round to Scale Into Aluminum, Walmart
5. Caliwater Teams with Sacramento Kings; Stiller’s Is ‘Making Soda Sexy’

This week on the podcast, Nosh managing editor Monica Watrous and senior reporter Brad Avery discuss the bidding war drama surrounding the recently liquidated plant-based cheese brand Miyoko’s Creamery.

The podcasters also chat about cold-press juice maker Suja Life’s plans for a public market exit, Once Upon A Farm’s delayed public offering, and a merger in the mocktail segment.

Click here to listen to this week’s episode. Also available on Spotify and Apple Podcasts.

Like what you are listening to? Please don’t hesitate to rate our show and leave a review on your podcast platform of choice.