Music lovers will soon have new beverage options at Fiddler's Green Amphitheatre, Mission Ballroom and The Ogden Theatre.
Denver-based Grüvi signed a deal with AEG Venues, the company behind Coachella Valley Music & Arts Festival, to offer its nonalcoholic beer and wine at local venues.
Grüvi's Sangria, Golden Lager and Juicy IPA are now available at Mission Ballroom and Fiddler's Green, making Grüvi the official nonalcoholic beer and wine partner at these venues, the company said in a statement.
The partnership with Grüvi and AEG runs through the 2025 summer concert series, the startup said.
In addition to Fiddlers, Mission and The Ogden, AEG owns music and entertainment venues across the globe, including six in Colorado, according to its website. The company is owned by Denver billionaire Phil Anschutz.
Founded in 2019, Grüvi's products have been winning accolades, attracting funding and the company's distribution expanding.
Grüvi's Sangria won gold at the 2023 International Wine and Spirit Competition and its Dry Red Blend won silver at the same competition. It also raised $3 million in July 2023 in a round co-led by more than 50 of its customers, local venture capital firm Rockies Venture Club and Canada investment firm Good & Well.
In 2023, Grüvi began selling its products at Ball Arena, in Denver, and became the first nonalcoholic wine brand at Whole Foods Market stores in Colorado. The startup, named a Colorado Inno Startup to Watch in 2024, expanded into more than 500 retail locations.
“After the success we’ve had being served at Ball Arena, we are excited to partner with AEG to improve their non-alcoholic beverage selection at their venues,” Grüvi co-founder Niki Sawni said in a statement.
Grüvi products can now be purchased at more than 4,500 stores in the U.S. and Canada.
Ahead of 2024, Anika Sawni, Grüvi's co-founder and chief brand officer, told Colorado Inno the company planned to expand into more retail locations and new settings, like sporting and concert venues, bars and restaurants. Six months into the year, the Grüvi's expansion plans are underway.
