Don’t be scared. It’s just a new headline partner for the UK’s mammoth rock festival Download.
Liquid Death, the beverage company making health and sustainability 50x more fun, is the first headline partner in Download’s twenty-one year history.
Liquid Death and Download first partnered in 2023, with Liquid Death joining the festival as a still and sparkling water partner, and festivalgoers drank more than double the amount of water than 2022.
After reducing plastic by hundreds of thousands of bottles during the 2023 UK festival season, replacing them all with infinitely recyclable cans, Liquid Death and Download decided it was time to take their relationship to the next level.
“Our fans absolutely loved Liquid Death onsite last year,” said Andy Copping, the legendary Download Promoter. “It’s only right we welcome Liquid Death into the Download family as headline partner of the festival.
“Every now and then a brand comes along that changes the game for consumers and for an entire category. Liquid Death is one of them. We can’t think of a better partner for our fans and artists and look forward to celebrating together next June.”
“The deep connection between Download fans and artists is unique, and we’re pumped to officially be a part of the Download community,” said Mike Cessario, founder & CEO of Liquid Death. “We’re looking forward to murdering thirst for festivalgoers and artists in 2024 and beyond.”
The partnership will include complete brand integration across the festival from a physical onsite presence to digital communications. Liquid Death will also be the main water partner at all main bars in the festival arena as well as guest areas across the festival site. Finally, Liquid Death’s commitment to eliminating single-use plastic will be at the heart of the Download partnership.
In 2021, Liquid Death and Live Nation entered a strategic partnership to bring fans more sustainable water options at concerts and music festivals and help phase out single-use plastics at live events.
Through a creative, experiential approach to sustainability and hydration, the partnership is removing single-use plastics across Live Nation venues and festivals in the US and UK. Together, they have avoided an estimated total of 425 tons of plastic to date.
About Liquid Death:
As one of the fastest growing non-alcoholic beverage brands of all time, Liquid Death is the first bold, hilarious beverage company using humour to make health and sustainability 50 times more fun. We take the healthiest thing you can drink and package it into infinitely recyclable tallboy cans that can actually compete with the fun marketing of unhealthy brands across energy drinks, beer, and junk food. A portion of Liquid Death’s proceeds goes to nonprofits who are helping to fight plastic pollution and bringing clean drinking water to those in need. For more information on Liquid Death please visit liquiddeath.com.
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LIVE NATION ENTERTAINMENT
Live Nation Entertainment (NYSE: LYV) is the world’s leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, and Live Nation Sponsorship. For additional information, visit www.livenationentertainment.com.