Breakaway Music Festival and non-alcoholic beverage brand Hiyo have locked in a three-year deal that names Hiyo the official non-alcoholic beverage partner of the festival through the 2026, 2027, and 2028 seasons. The expanded Breakaway Hiyo partnership will put Hiyo’s organic social tonics on site across Breakaway’s nationwide tour, giving fans another beverage option and adding to the festival’s push toward a more inclusive on-site drinking culture.
This isn’t a new relationship so much as a scaled-up one. Breakaway was one of the earlier festival brands to work with Hiyo as the beverage company found its footing in live music, and what started as a handful of festival integrations has now grown into a multi-market partnership spanning both companies’ national expansions.
The timing lines up with Breakaway’s biggest year yet. The festival is running its largest U.S. season to date in 2026, hitting 13 markets across the country. Hiyo, meanwhile, keeps expanding its retail footprint, with the drinks now sold in more than 9,000 locations including Target and Costco, alongside a growing digital sales presence.
The deal also taps into a broader shift happening in the beverage industry. Data from Statista Consumer Insights, cited via Boardroom, shows Gen Z drinkers of legal age reporting lower rates of regular beer, wine, and spirits consumption compared to older generations. Breakaway says the goal is to keep diversifying what’s available on site as those preferences shift.
“We’re proud to continue building with the Hiyo team and to deepen a relationship that has been rooted in trust and collaboration,” said Tiffanie Hauger, Vice President of Brand Partnerships and Activation at Breakaway. “As Breakaway continues to grow our nationwide footprint, we’re excited to continue to help introduce Hiyo to new audiences and create fan experiences that deepen engagement and complement our broader portfolio of brand partnerships.“
Hiyo’s Senior Vice President of Marketing, Tom Fraccalvieri, framed the partnership around what fans actually want from a festival experience these days. “Live music has always been about connection. People go to festivals to feel something: the music, the energy, the community. They take home memories that last long after the music ends,” Fraccalvieri said. “What we’re seeing is that people aren’t looking to experience those moments any differently; they just want more choices in how they show up for them. That’s what makes this partnership feel so natural.“
Hiyo makes what it calls social tonics, non-alcoholic drinks built with stress-relieving and mood-boosting ingredients, aiming to give people something closer to the buzz of a drink without the alcohol. The lineup comes in six flavors: Blackberry Lemon, Passion Fruit Tangerine, Peach Mango, Pineapple Coconut, Strawberry Guava, and Watermelon Lime. Beyond Breakaway, the brand has also worked with Live Nation to get its cans into major venues around the country.
Breakaway, for its part, has built out well beyond its original festival format over the years. What began as a single-market touring festival now runs as a two-day, multi-stage event in every city on its route, alongside pop-up series like Breakaway Presents in Miami and Las Vegas, and a record label and artist-management wing called Breakaway Projects.
With both brands scaling nationally at the same time, the Breakaway Hiyo partnership looks less like a one-off sponsorship and more like a long-term bet on where festival-goers’ drink preferences are headed.
