Live Nation (NYSE: LYV), the world’s leading live entertainment company, today announced it has partnered with Owen’s Craft Mixers, makers of the award-winning, all-natural cocktail mixers. Now as the preferred mixer partner, Owen’s will be available across more than 100 Live Nation amphitheaters, clubs, theaters, and a handful of festivals—reaching over 25 million fans across the U.S.
“By bringing in Owen’s, we’re elevating classic cocktails while also expanding our options to bring fans drinks like Espresso Martinis, Ginger Beer and Rio Red Grapefruit,” noted Tom See, Live Nation’s Chief Operating Officer of Venues. “Hospitality is all about curating options fans enjoy, and we look forward to offering Owen’s mixers at our venues across the country.”
Through this partnership, Live Nation will also become an equity partner in the brand, investing as part of the company’s recently closed Series C funding round.
“Partnering with Live Nation gives us a vast, diverse, and creative frontier to expand and meet new fans where they are,” said Josh Miller, Co-founder and President of Owen’s Craft Mixers. “In addition to driving brand awareness through strategic trials on-site, we’ll maximize the bartender experience with consistency, quality, and ease in crafting premium cocktails for millions of Live Nation fans.”
At venues and festivals, Owen’s will have custom cocktails, promotions, digital marketing activations, and content campaigns to drive brand awareness and fuel trial among new, influential audiences with every show.
Launched in 2016, the family-owned and operated brand set out to create premium products that pair perfectly with people’s favorite alcoholic beverages. Today, Owen’s is the industry’s fastest-growing cocktail mixer, with placements in more than 20,000 retail locations nationwide, including Kroger, CVS, Total Wine, Publix, and Walmart, as well as some of the country’s largest stadiums.
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About Live Nation Entertainment
Live Nation Entertainment (NYSE: LYV) is the world’s leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts and Live Nation Media & Sponsorship. For additional information, visit www.livenationentertainment.com.
About Owen’s Craft Mixers
Owen’s Craft Mixers is an award-winning, premium non-alcoholic mixer company created with the mission to effortlessly cultivate positive social connection through cocktail culture. Distributed nationwide at leading retailers, bars, stadiums, and restaurants, Owen’s provides bartenders and consumers an easy way to create consistent quality cocktails. Owens portfolio includes unsurpassed flavors including Nitro-Infused Espresso Martini Mix, Ginger Beer, American Tonic, Sparkling Cranberry, Transfusion Mix, Sparkling Margarita Mix and more. For more information visit owensmixers.com or follow @owensmixers.
Media Contacts
Live Nation
Danika Azzarelli
[email protected]
Owen’s Craft Mixers
Jennifer Conlon Pavelchak
[email protected]