Non-Alcoholic Drink Sales at Music Festivals Have More Than Doubled

Something shifted at music festivals, and it didn’t happen all at once. It happened in the quiet accumulation of people ordering sparkling water at the bar, in the non-alcoholic options that kept multiplying on vendor menus, in the data that nobody was quite expecting: Heineken 0.0 sales at Coachella 2025 were up 125% over the year before. That number — from one of the most reliably hedonistic weeks in American culture — is the kind of thing that makes you stop and ask what exactly is goin