NOWADAYS JOINS PALM TREE CREW AS FIRST-OF-ITS-KIND BEVERAGE SPONSOR; LAUNCHES 12-MONTH RESIDENCY AT PALM TREE CLUB MIAMI

As Palm Tree Crew's First THC Partner, Nowadays Will Be Fully Integrated into Event Programming with Curated Tastings, Branding and Hospitality Moments.

LOS ANGELES, June 10, 2025 /PRNewswire/ -- Nowadays, the award-winning THC-infused beverage brand, is proud to announce an exclusive multifaceted partnership with Palm Tree Crew, the global entertainment, lifestyle, and hospitality platform founded by Kygo and his manager, Kyles Shear, becoming the first-ever THC beverage sponsor of its premier events and activating a year-long residency at Palm Tree Club Miami. Over the next year, Nowadays will be seamlessly incorporated into a series of activations, offering attendees an alcohol alternative that delivers a similar social buzz.

Established with a shared vision of elevating premium lifestyle experiences, the partnership officially kicked off with the Palm Tree Club Miami F1 event on May 3rd, featuring a performance by The Chainsmokers. Looking ahead, Nowadays partnership with Palm Tree Crew will continue to come to life through a series of dynamic and culturally-relevant events, including:

• Palm Tree Music Festival Hamptons – June 21, 2025
• 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

As the exclusive THC beverage sponsor, Nowadays will be fully integrated into these marquee moments, 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 & Founder of Nowadays. "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."

For broader immersion into the PTC sphere, Palm Tree Club Miami will begin selling Nowadays permanently this year. Select products will appear on beverage menus and be included in minibar offerings at the waterfront hotel, restaurant & live music venue, bringing a social buzz without the hangover to guests. 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 high-energy performances by Alesso, setting the tone for what's to come, 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. "Nowadays is redefining social experiences, and we're excited to bring their innovative, premium beverages to our community."

For more information and ticket drops, visit palmtreemusicfestival.com, and follow along on Instagram at @palmtreecrew, @palmtreefestival, and @palmtreeclubmiami for the latest updates. To learn more about Nowadays, visit trynowadays.com and follow the brand on Instagram at @trynowadays and TikTok at @try.nowadays.

About Nowadays
Founded in 2023 by longtime friends and entrepreneurs, the company exists to put a new spin on drinking. Nowadays is a pioneering THC-infused beverage brand designed to deliver a light and buzzy experience without the negative effects of alcohol. Refreshingly different, Nowadays brings together natural fruit flavors with a crisp finish and low doses of THC for the happiest of happy hours. Mix it, sip it, and serve it on the rocks. Whether you're drinking or not drinking, Nowadays' bottled spirit and canned cocktails provide an uplifting experience for any occasion. Nowadays is available direct-to-consumer in more than 40 states and can be found in select designated retailers. For more information, visit trynowadays.com and follow along on social media @trynowadays.

About Palm Tree Crew
Palm Tree Crew, founded by Kygo (Kyrre Gørvell-Dahll) and Myles Shear, is a diversified holding company spanning a consumer brand, global live events and hospitality, and a multi-product investment platform. Known for its world-class Palm Tree Music Festivals in destinations like St. Barth's, The Hamptons, Aspen, Lake Tahoe and Australia, as well as lifestyle and fashion collaborations, including the recent PUMA x Palm Tree Crew: Streetwear Edition, Palm Tree Crew continues to innovate across industries. Its expanding hospitality portfolio currently includes Palm Tree Club Miami, a newly renovated 115-room hotel and restaurant on Biscayne Bay offering coastal vibes, live music, stunning sunsets, and a 20-slip marina with dine-and-dock services, Palm Tree Club Orlando, a premier two-level restaurant and rooftop lounge located in the heart of Orlando's vibrant Live! at The Pointe entertainment district, and Palm Tree Beach Club, an immersive day club experience at the MGM in Las Vegas. These ventures reflect Palm Tree Crew's mission to blend live music, lifestyle, and hospitality into unforgettable experiences. For more, visit ptc-holdings.com or contact [email protected].

Media Contact:
Sam Melcher, Power Digital Marketing
[email protected]

SOURCE Nowadays