Download Festival 2024 announces alcohol-free drinks brand Liquid Death as headline sponsor

A cutting edge alcohol-free drinks brand that champions sustainability is the first headline partner in Download Festival’s 21 year history.

Offering a range of Liquid Death’s alcohol-free beverages to massive crowds at Download, highlights festivals organisers’ stance on their commitment to sustainability.

Download promoter Andy Copping said: “Our fans absolutely loved Liquid Death onsite last year and 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.”

What is Liquid Death?

This canned beverage company uses humour to try to make health and sustainability more fun.

Liquid Death doesn’t contain alcohol and the reason its drinks look like beer is down to its ‘tall boy cans’ made from aluminium which is more sustainable than plastic.

Liquid Death’s rise has seen it create boundary-pushing content that frequently goes viral.

The brand's heavy social media presence includes an Instagram profile with over 2.5million followers where they post edgy videos such as wrapping their drinks cans in raw beef and baking them for a snack with a twist.

High-profile fans of Liquid Death, which has a cult following, includes Jackass’s Steve-O, Blink-182 drummer Travis Barker and skateboarding icon Tony Hawk.

Liquid Death and Download first partnered in 2023, with Liquid Death joining the festival as a still and sparkling water partner.

It is reported 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, to replace them all with recyclable cans, Liquid Death and Download decided it was time to take their relationship to the next level.

Mike Cessario, founder and CEO of Liquid Death is thrilled to be part of the vibrant Download community.

He said: “The deep connection between Download fans and artists is unique, and we’re pumped to officially be a part of the Download community.

“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.

In 2021, Liquid Death and Live Nation, an American multinational outfit that is now parent company to Ticketmaster UK, entered a 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 say they have avoided an estimated total of 425 tons of plastic to date.

When is Download 2024?

This event is one of the UK’s top rock festivals and is located just 13 miles away from Derby city centre.

Download Festival 2024 runs from Friday June 14 - Sunday June 16, 2024.

It will be held at Donington Park Circuit, Donington Park, Castle Donington, Derby DE74 2RP.

More information about Download 2024 will be released in the coming weeks.