Live Nation And Liquid Death Team Up To Provide Canned Water To Concert Attendees
by Rudy Sanchez on 05/17/2021 | 2 Minute Read
Summer is approaching at a time when public venues and performances are slowly reopening, preparing for audiences that have been cooped up for a year with little in the way of live shows.
Festivals and concerts also generate plenty of single-use trash, with one of the most common culprits being plastic water bottles. In-person entertainment behemoth Live Nation, which owns and operates over 120 venues and festivals—including the now twice canceled Coachella—is taking the opportunity to enact a significant change to its concession offerings, announcing that canned water Liquid Death will be the exclusive water provider at many of its venues and festivals.
The effort is part of Live Nation’s “Green Nation” sustainability pledge, which promises, in part, to eliminate all single-use plastic at all owned or operated venues by at least 2021. As part of the deal, Live Nation will also become an equity partner in Liquid Death, joining celebrity investors such as Steve Aoki, Kelly Campbell, Michael Dubin, Tony Hawk, Machine Gun Kelly, and Wiz Khalifa.
"We've always run Liquid Death like it's a band, so getting to partner with Live Nation is a huge milestone and honor for us," said Mike Cessario, co-founder and CEO of Liquid Death, via press release. "Music has been a huge part of our DNA since the beginning. We can't wait to get back to live shows, support our favorite artists, and help kill plastic water bottles at concerts."
A study conducted by Live Nation found that 84% of concert-goers found eliminating single-use plastic sales at venues an urgent priority.