Live Music Is the New Launchpad for Beverage Brands
The next big beverage brand won’t be discovered in the grocery aisle — it’ll be discovered between sets.
At BevNET Live, JOLENE co-founders Anthony Kiedis and Shane Powers took the stage alongside Live Nation’s Russell Wallach and CPG veteran Jackie Atlas to talk about why concerts and festivals aren’t just branding moments — they’re launchpads.
Together, they unpacked a major shift: live music is now one of the most powerful growth engines for beverage brands, converting fans in real time and turning sips into stories, moments into memories, and discovery into demand.
Brand Building, Bottled: Five Key Lessons
1. Go where the hands (and fans) are
Fans don’t just show up to shows – they come ready to discover. With 150+ million fans attending shows each year, beverage brands have a built-in opportunity to get cans in hands and turn first sips into lasting impressions. JOLENE’s launch at BottleRock recently showed how powerful that moment can be, with fans reaching for the product between sets and immediately asking where to get it next.
2. Build for the moment — not just the shelf
The most successful brands today are built on real passion, and JOLENE is a clear example. It started with two friends who love coffee and live music and wanted to bring those passions together to create something special. This isn’t a logo slap. It’s the kind of honesty and creative energy that can’t be faked—and it’s what makes the brand feel genuinely connected to live music culture and fans.
3. Momentum at the show = Leverage at the store
Retailers want to see momentum before they buy in. When fans are visibly loving a product at shows—talking about it, sharing it on social and asking where to get it next—that kind of momentum travels. What happens in the crowd helps open doors in-store, creating leverage for distribution and sell-in.
4. Founder energy wins
From retailer meetings to planning store visits, the brands that break through are those willing to put in the work. Shane and Anthony are taking a hands-on, city-by-city approach – treating every conversation like a chance to grow something real. That kind of founder energy is hard to fake, even harder to ignore, and built for connection.
5. Don’t stop at the encore
Showing up in live music is a powerful starting point, but the beverage brands that win are the ones that keep fans engaged long after the lights go down. From packaging and partnerships to media, every touchpoint beyond the show has to reinforce the energy and emotion fans felt in the moment. That’s how brands move from being a cool concert memory to an everyday staple.
Live music has become one of the most powerful growth engines for emerging beverage brands. It’s where discovery, emotion, and product trial all collide, and the beverage brands that show up with purpose are the ones that become an unforgettable part of the memory.
