Live events and loyal Customers: Music’s role in the On Premise

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—65% of French eventgoers say they’d be interested in trying cocktails on tap, with Gen Z over-indexing by 8 percentage points.  Italy and Germany also show similar enthusiasm, with 59% and 58% respectively expressing interest. 

• 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 

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. 

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.