Music events are high impact brand engagement zones  

Music events are proving to be powerful brand engagement zones, consistently outperforming traditional venues when it comes to drink experimentation across global markets. 

• Australia – 57% of consumers say they’re more likely to try a new drink at a music event than during a regular night out, and nearly two-thirds go on to purchase that drink again. 

• Canada – 59% of attendees agree that trying a new beverage at a music event leads to repeat orders.  

• South Korea shows even stronger results, with 68% of consumers saying music events encourage them to try something new—and just as many following through with repeat purchases.  

• France, Germany, and Italy – over 60% of music event attendees report being open to experimenting with new drink brands and categories. 

This elevated rate of experimentation, paired with the high footfall typical of music events, positions them as a strategic opportunity for drinks brands and suppliers looking to drive trial and build long-term consumer loyalty. 

What are they drinking? 

For live music events, Beer continues to dominate, a global trend ongoing and stealing share from spirits. A fundamental reason for this is the better perception of value for money. In South Korea, Germany, France and Canada, it remains the top choice. However, there are clear signs of diversification in preferences, especially among younger audiences. 

• Cocktails are gaining strong traction in France, Germany, Great Britain, the United States, and South Korea, with a growing curiosity around draught cocktails—a significant percentage of French eventgoers say they’d be interested in trying cocktails on tap, with Gen Z over-indexing by 8 percentage points. 

• Soft drinks are emerging as popular options in countries like Australia, Germany, France, Great Britain, and Italy, offering refreshment beyond alcohol. 
• Aperitifs and Energy drinks are popular choices across European countries when at live music events, while Whiskey and vodka are also showing momentum in the US and Canada.  

How to attract consumers at music events 

One of the most significant shifts over the past year has been the growing consumer understanding of the tequila category. Education around production styles, aging processes, and quality cues has improved dramatically. In fact, tequila knowledge among consumers is now arguably comparable to that of whiskey enthusiasts.

This deeper awareness is influencing demand. Blanco remains the leading varietal in both volume and value, but it is beginning to show signs of decline, with sales down -1.0% compared to last year. Gold epecial brands are also losing ground, trending down -5.1% over the same period.

What is driving the category’s overall growth today are the more premium expressions, particularly extra añejo and, most notably, reposado. With its smooth character, aged complexity, and versatility in cocktails, reposado has become a standout choice for both casual drinkers and aficionados, helping to push the category forward.

Cocktail Domination

Consumer expectations around drinks at music events are evolving, with brand perception increasingly shaped by immersive and thoughtful experiences. Across several markets, the allure of free samples or tastings remains a powerful draw—more than half of consumers in Australia, Canada, Germany, and the UK say they’re especially receptive to a well-timed freebie. 

Consumers average category repertoires increase by 6% for event-driven visits compared to routine visits**. Drinks that are advertised in the venue see a benefit from this (+3pp). Brands can amplify their impact through additional activations like chillout zones, exclusive or limited-edition products, collaborations with music artists, branded merchandise, and interactive competitions or prize giveaways to further enhance the consumer experience and deepen brand connection. Together, these elements signal a shift toward more curated, experiential brand engagement at music events. 

“Music events are high-conversion spaces where discovery leads to experimentation, and experimentation builds loyalty. Brands that align with the energy, expectations, and emotional moments of music lovers stand to gain not just attention, but lasting impact across all channels. Brands need to be considering their 2026 music and events strategies now to drive real impact and growth.” 

Graeme Loudon
Global Client Success Director for On Premise

Looking ahead to 2026 opportunities 

The key takeaway for drinks brands is clear: live music events are no longer just entertainment—they’re dynamic environments where consumer curiosity thrives and brand engagement can flourish.  

Across all regions, audiences are responding positively to activations that encourage trial and reward exploration, making events ideal platforms for launching new formats and driving visibility. But success hinges on relevance. To truly resonate, offerings must reflect each market’s unique drivers—whether that’s value, format, or frequency. 

_{*CGA by NIQ & LIVE annual report & economic highlights 2024 
** CGA REACH Global 2025} 

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NIQ’s consumer research capabilities deliver expert insights into consumers’ engagement and behaviour with the channel, what drives their decision-making, and where the key growth opportunities lie. 

To learn more about On-Premise insights, measurement and location planning services which support effective brand strategies across markets globally, get in touch here.   

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