Mocktails & Sober Spaces: Inside the Concert Biz's Push for Inclusivity (and More Revenue)

As alcohol consumption declines among young adults and awareness of the mental health benefits of sobriety grows, non-alcoholic cocktails could prove key to finding new food and beverage revenue for concerts.

In 2023, CMA Fest, the New Orleans Jazz & Heritage festival and Danny Wimmer Presents' Louder Than Life and Bourbon & Beyond were among a dozen festivals that included mocktails and sober spaces at their events. Live Nation introduced “no-jito” to its venue menus. and Oak View Group launched an increased non-alcoholic beverage program at Acrisure Arena in Palm Desert, California. And while conventional wisdom held that non-alcoholic beverages beyond soda and water would reduce alcohol sales, venues are finding that's not the case.

“Since the start of the mocktail program, alcohol sales have remained stable and overall beverage sales have increased by a margin we're very happy with,” he says. Daniel Griffis, president of global partnerships at Oak View Group. It went so well that OVG plans to roll out the program in other venues.

After launching in October at the premium level and expanding arena-wide in January, Acrisure has sold more than 2,000 mocktails at $14 each — including the Blackberry Smash and Firebirds Spritz, which use Lyre's non-alcoholic spirits — he says John Page, senior vice president of Acrisure Arena, the Coachella Valley Firebirds AHL team and OVG360 Facilities. “There's been a lot of positive feedback that we're recognizing people who want to really experience the live event and have something different in terms of the beverage space, not soft drinks or water,” he says. “This is one way we can continue to show that we are aware and that we have something for everyone in the space.”

All of these activations were launched in partnership with the non-profit organization Stand Together and its 1 Million Strong initiative founded with the sober community The Phoenix. They follow an open letter published in Billboard in January 2023 that featured 50 music industry leaders pledging support for 1 Million Strong.

“What I'm excited to see, a year later, are these people who are actually doing it,” he says Colette WeintraubHead of Stand Together Music, Sports & Entertainment.

At Live Nation, the initiative also brought a new corporate focus. Last May, the concert giant launched its Sober Nation program, which focuses on promoting sober participation and destigmatizing addiction in its venues and offices. On Jan. 30 the company will host a Grammy week brunch with 1 Million Strong and DMC of Run-DMC to raise staff awareness and connect employees with available recovery and mental health resources.

For an industry heavily focused on alcohol — from beverage sales to alcohol sponsors — Weintraub says the initiative has been warmly received so far. “We don't say 'sober music industry,'” he says. “We say this is an opportunity to expand and open doors to more people and let more people participate in what's important in life and support more people to reach their full potential.”