Nowadays Joins Palm Tree Crew as Beverage Sponsor
THC-infused beverage brand Nowadays just announced a multifaceted partnership with Palm Tree Crew, the global entertainment, lifestyle and hospitality platform founded by Kygo and his manager, Kyles Shear. This partnership marks Nowadays as the first-ever THC beverage sponsor of its premier events, activating a year-long residency at Palm Tree Club Miami.
The partnership officially kicked off with the Palm Tree Club Miami F1 event on May 3rd, according to the company, featuring a performance by The Chainsmokers. Over the next year, Nowadays will be incorporated into a series of activations, offering attendees an alcohol alternative.
Below are the different events that Nowadays will be a part of:
Palm Tree Club Miami x Nowadays Inaugural Residency Event – July 3, 2025
Palm Tree Club Miami Sunset Party – Fall 2025
Palm Tree Art Basel Miami Beach – December 3, 2025
Palm Tree Music Festival Aspen – February 20-21, 2026
Nowadays Sponsorship Details
As the THC beverage sponsor, Nowadays will be fully integrated into these marquee moments, according to the company, with branding featured prominently across marketing touchpoints. The partnership also includes dedicated Nowadays footprint allocations and interactive activations at the events, on-site sampling opportunities, educational moments for attendees and VIP hospitality for special guests. Additionally, Nowadays’ signature THC-infused spirit will be listed on each event’s official bottle menu.
“We’re proud to be the first THC beverage brand welcomed into the Palm Tree Crew family and are thrilled to introduce our products to their audience in true premium fashion,” said Justin Tidwell, CEO and founder of Nowadays, in a news release. “This partnership reflects a mutual desire to elevate consumer experiences and marks a significant milestone not only Nowadays, but for the entire THC beverage category.”
Palm Tree Club Miami will also begin selling Nowadays permanently this year, according to the company. Select products will appear on beverage menus and be included in minibar offerings at the waterfront hotel, restaurant and live music venue. Additionally, the partnership will also introduce the Palm Tree Club Miami x Nowadays Residency Event Series, a monthly series spanning 2025 and 2026. The inaugural event will take place on July 3 with performances by Alesso, with future residency dates and talent to be announced.
“Palm Tree Crew is all about creating unforgettable moments that reflect where culture is headed, and our partnership with Nowadays is a bold step in that direction,” said Michael Diaz, CEO of Palm Tree Crew, in the release. “Nowadays is redefining social experiences, and we’re excited to bring their innovative, premium beverages to our community.”
The post Nowadays Joins Palm Tree Crew as Beverage Sponsor appeared first on Beverage Information Group.