Latest news with #PalmTreeCrew
Forbes
16 hours ago
- Business
- Forbes
Nowadays THC-Infused Spirits Kicks Off New Partnership At Kygo's Palm Tree Crew Festivals
Nowadays THC Spirit x Palm Tree Crew Nowadays Justin Tidwell has never smoked pot. But he, along with his cofounder Anthony Puterman, is on track to bring the perception THC to new heights. As the brains behind Nowadays , the pioneering THC-infused spirit, the pair is pushing the momentum in the cannabev industry forward by increasing its visibility within spaces it hasn't yet been recognized. Following a Series A investment round where the company raised more than $10 million, Nowadays is kicking off its partnership with DJ Kygo's Palm Tree Crew live events and hospitality business as its exclusive THC beverage partner. There are dozens of THC-infused beverages on the market, but Nowadays' primary focus on containing the liquid inside a 750mL bottles instead of an aluminum can sends a message well beyond shareability. Presenting the THC beverage in the likes of a bottle of alcohol is a wink to consumers that it can, and perhaps should, be used in just the same way. Despite its retail presence in more than 10,000 locations since launching two years ago as the first nationally distributed THC beverage in such a format, the new partnership with Palm Tree represents its emphasis on creating an experiential, communal, luxury product. 'We both came to the mutual understanding of blowing the cap off this thing and showing people that this is what's next,' Tidwell tells me. Nowadays 750mL Nowadays The deal between Nowadays and Palm Tree Crew consists of providing Nowadays a presence at many of its live experiences, spanning a wide range of venues, where they will heavily sample the product and offer it at the bar in the form of a cocktail, shot or on the rocks. Those include music festivals in the Hamptons, Miami, Aspen and Basel, Switzerland as well as a monthly residency at Palm Tree Club in Miami. These upscale locations that Palm Tree selects to host its events mimic the intention behind partnering with Nowadays. 'There's alignment in terms of culture and lifestyle,' Michael Diaz, CEO of Palm Tree Crew, tells me. 'Nowadays is building culture within a very high-end demo.' Nowadays LTO Lemonade Nowadays Palm Tree Crew, which was valued in 2024 at $150 million, activates each of its partner brands into the fabric of its experiences, which cofounders Kygo and Myles Shear, inspired by Jimmy Buffett's Margaritaville empire, started about five years ago. Palm Tree Crew now has a presence in the form of restaurant-hotels, beach clubs, nightlife clubs and music festivals in 18 high-end markets around the world. 'The vision is to take a lot of the experience that we produce in these one-off events, but in a brick and mortar venue,' Diaz says. 'We create that same experience where we can integrate the brands that we're partnered with and can produce it 365 days a year.' Its first test at Palm Tree Club was during the recent Formula 1 event in Miami, where Nowadays was part of an activation at the high-profile racing event along with Palm Tree's afterparty. 'People were actively drinking Nowadays in substitute of alcohol for the most part and they were vibing out to the music. They were partying,' Tidwell says, emphasising that getting high as opposed to getting drunk didn't particularly make people sleepy. 'It's very similar to the wine effect where if you're at home with the lights dimmed, you're going to have that chill effect, but if you're out and about, you're going to feel upbeat.' The visibility of a THC beverage at a mainstream sports event is beneficial for the entire category. Nowadays 750mL Nowadays With other partnerships like DraftKings, Amazon Echo Frames, SipMargs RTD margaritas and Sauz pasta sauce, Palm Tree Crew evaluates any opportunity for its investment arm or activation arm (or both) that may enhance the experience for its patrons. Palm Tree Crew has not financially invested in Nowadays. 'There's a limitless number of opportunities for us to create interesting, unique partnerships with brands that may not normally think of a live events business,' Diaz says. 'The way [Tidwell and Puterman] were thinking about building community around their brand and the type of customer they were going after felt like a fit within the Palm Tree ecosystem.' In tandem with the Palm Tree partnership, Nowadays will launch a limited-time Lemonade flavor this summer in both a can and a bottle in collaboration with Saint James organic brewed tea. Nowadays CEO Justin Tidwell and COO Anthony Puterman Nowadays Redefining 'Drinking' Tidwell graduated from the University of Arizona at around the same time that recreational marijuana became legalized in California in 2018. Browsing a legal dispensary in those early days, he didn't feel drawn to any of the products, leading him to create Green Rush Packaging , developing packaging for cannabis products, which he is no longer actively involved with. 'That gave me an early look at the cannabis market,' Tidwell says. 'All the packaging I saw was 100 mg gummies, vape pens, stuff for consumers that have a high tolerance.' An email later came across his desk about a new, drinkable way to consume THC. On top of not smoking pot, Tidwell has also never eaten an 'edible' THC product. 'I was always scared of what the products would do to me,' he says. 'When I saw drinks, I thought, 'this is a way to get THC into every American household in a very safe, effective, and low-dose way.' Nowadays cocktail Nowadays Over the past several years, cannabis beverages have been increasing in popularity. The subcategory saw a 15% increase in Q1 of 2025 compared to the year prior, and it's expected to double by 2029, according to a report from Brightfield Group. These beverages have been, and largely still are, packaged in a ready-to-drink canned format. In 2023, Nowadays introduced it in a 750mL bottle to the mainstream. On the flip side, several competitors, like PAMOS and CANN , started with RTDs and have since adopted a 750mL format. 'This industry is changing,' Tidwell says. 'You need to really develop a real brand in order to be a long-term player in this space.' Part of that brand was to label it a 'spirit,' blurring the psychological lines between an alcoholic beverage and a THC one. 'You use it exactly the same way,' says Tidwell. 'You take a shot, you have it on the rocks or you make cocktails.' While newer generations may be more likely to have an initial attraction to a new product with a new format, the appeal is much greater. 'You can grab the bottle, bring it to your grandparents house, your mom's house, and not feel ashamed,' Tidwell explains. 'And it needed to be very light and low-dose in order to attract a consumer that, like me, is scared to try cannabis products…usually when people are buying our products, it's the first THC drink or THC in general they're using.' Nowadays THC-infused beverages Nowadays Nowadays 750mL comes in a variety of doses–10mg per serving high dose, 5mg low dose, and 2mg microdose and has a tropical, fruity flavor profile. The company has also since rolled out 12oz and tallboy cans with several flavors for different use-occasions at the request of customers in addition to 2 oz shots. 'Spirits are still about 70% of our revenue,' Tidwell says. 'We want it to feel like an approachable consumer product…not feel like a weed product." Many people prefer drinking cannabis to eating it because the effects typically sink in quicker–within minutes. That's because of the technology behind it. Nowadays has partnered with Vertosa , the nanoemulsification technology company that provides the active ingredient in the beverage. 'Relationships with innovative brands like Nowadays help us shape what our standard emulsions look like,' says Vertosa CEO Ben Larson. 'Nowadays showed there was real demand for the 750mL format. Their early success online—especially the viral moments on TikTok—sparked a lot of interest with retailers.' Nowadays THC-infused beverages Nomadica Bottle Service You may not realize from an initial glance that a bottle of Nowadays isn't a bottle of alcohol. Introducing itself to the market as a 750mL bottle instead of a can made a statement. 'How do we show consumers that these products are normalized to use in social settings,' Tidwell says. 'We wanted to see these in clubs, bars, restaurants…nobody had really cracked into that yet.' Alcohol sales are not where they once were amid a cultural and generational shift in the mindset of health and wellness. According to Nielsen IQ data , in 2024, beer sales shrunk about 3%, spirits sales shrunk about 2%, and wine sales shrunk about 5% from the year prior. Nowadays 5mg low dose 750mL Nowadays THC beverages still provide some sort of buzz without a hangover, whereas most other adult non-alcoholic beverages just provide the latter. 'Cannabis and music have long been a natural pairing, and products like these, without the need to smoke, make that pairing even more accessible,' says Larson. Nowadays is currently stocked in about 1,500 bars and restaurants, mostly in states like Florida and in the middle of the country, where customers can order a Nowadays THC cocktail with their meal. "We're just beginning to get real visibility into the THC beverage space through NIQ point-of-sale data, and early reads suggest Nowadays is currently the sales leader in the 750mL format,' says Joe Sepka, cofounder of 3 Tier Beverage consultants. 'With total alcohol volume in decline, these offerings are becoming increasingly attractive to retailers looking to evolve their adult beverage sets.' VIP areas at Palm Tree Crew events will offer Nowadays as part of its bottle service program. 'Some people don't know how to consume a THC beverage or even think about doing that in the setting of a VIP table,' Diaz says. '[Palm Tree is] a vehicle for educating the consumer…in ways in which you can consume the beverage responsibly in a way that's fun and can fit within a music and entertainment experience.' There's not a doubt in Tidwell's mind that future generations are going to find it odd that these types of beverages weren't always viewed as socially acceptable. 'Nowadays,' he says, 'this is what we drink.'
Time Out
12-06-2025
- Entertainment
- Time Out
This waterfront Miami hot spot is now serving THC drinks
A new kind of buzz is hitting Biscayne Bay. Palm Tree Club Miami, the waterfront hotel, marina, and music hotspot backed by DJ Kygo and his Palm Tree Crew, is officially adding THC to the menu. In a first-of-its-kind partnership, the club has teamed up with the THC beverage brand Nowadays to launch a 12-month residency that promises plenty of sun, beats and social sips sans booze. The collaboration kicked off during Miami's F1 weekend (of course), and now it's gearing up for a season of monthly events and permanent menu placement at the club. That means select Nowadays products will now be available behind the bar, in the minibar and flowing at VIP parties—all designed to offer a hangover-free high for those looking to vibe without the vodka. It all begins in earnest on July 3 with the launch of the Palm Tree Club x Nowadays Residency Series, headlined by DJ powerhouse Alesso. Future lineups are still under wraps, but expect a steady stream of music, interactive tastings and THC-fueled festivities through 2026. It's not just about poolside cocktails, though. The partnership will also include full-on branding moments, educational activations (yes, you'll learn how to dose responsibly) and on-site sampling at major Palm Tree events, including the Sunset Party this fall and Art Basel Miami Beach on Dec. 3. 'We're proud to be the first THC beverage brand welcomed into the Palm Tree Crew family,' said Nowadays founder Justin Tidwell, calling the partnership 'a significant milestone' for the growing category. Michael Diaz, CEO of Palm Tree Crew, called it a natural fit. '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.'
Yahoo
13-05-2025
- Entertainment
- Yahoo
Palm Tree Festival to Debut in St. Tropez With Headliners A$AP Rocky & Swedish House Mafia
Palm Tree Festival is touching down in France this summer. The festival, produced by Kygo's Palm Tree Crew, will throw its first St. Tropez edition on July 26. The show on the French Riviera will be headlined by A$AP Rocky and Swedish House Mafia, with the lineup also featuring Sammy Virji, Cassian, Cruz, Lubo Hang, Xandra and Roman Cleiss. Tickets for the event go on sale this Friday, May 16. More from Billboard Twenty One Pilots Fans Jumped Into Veronica Mars Mode After Someone Took Off With One of Josh Dun's Bespoke Drums Kelly Clarkson Doesn't Care What HR Says, She's Totally Open to Comments on Her Weight Loss: 'I Want You to Say 'Damn!' Ed Sheeran Sets Up Pink 'Play' Phone Booths Around Europe Previewing Upcoming Album Previous editions of Palm Tree Festival have happened in a laundry list of high-end locations including Hawaii, Australia, Aspen, Lake Tahoe and the Hamptons. Event organizers note that additional European editions of the event will be announced 'soon.' 'As we continue to grow Palm Tree Music Festival globally, St. Tropez marks a monumental step in our expansion into Europe,' says Myles Shear, the co-founder of Palm Tree Crew and Kygo's longtime manager. 'We're bringing the best of Palm Tree Crew — music, travel, and entertainment — to one of the most beautiful destinations in the world, and kicking off what's to be an amazing European run.' In addition to Palm Tree Festival, Kygo and Shear also opened a brick and mortar Palm Tree Club in Miami late last year, with both the festival and the resort further establishing the duo's vision of Palm Tree Club as a lifestyle brand. In 2022, the pair told Billboard about how they're basing this model on Jimmy Buffett's Margaritaville empire of music, bars, resorts and events. 'He created so many areas where [his fans] can come together — it doesn't even need to be at his shows. It can be at his hotel or a Margaritaville bar,' Kygo said of Buffet. 'That's what we're trying to create: something that's bigger than the music. A community, a movement.' Best of Billboard Chart Rewind: In 1989, New Kids on the Block Were 'Hangin' Tough' at No. 1 Janet Jackson's Biggest Billboard Hot 100 Hits H.E.R. & Chris Brown 'Come Through' to No. 1 on Adult R&B Airplay Chart
USA Today
11-03-2025
- Automotive
- USA Today
Cobra releases limited-edition DS-Adapt PTC drivers
AI-assisted summary Cobra Golf has released limited-edition DS-Adapt PTC drivers in collaboration with DJ Kygo and Palm Tree Crew. The drivers feature "Neon Nights" colorways and graphics, with performance similar to the standard DS-Adapt drivers. Cobra's FutureFit33 adjustable hosel system allows for 33 different loft and lie angle settings. On the eve of the PGA Tour's crown-jewel event, Cobra Golf has released a set of limited-edition drivers that will make any golf lover feel serious Florida vibes. Collaborating with DJ Kygo and Palm Tree Crew, the DS-Adapt PTC drivers will perform like the standard DS-Adapt drivers that were released last December, but these unique DS-Adapt X, DS-Adapt LS and DS-Adapt Max-K drivers ($640 each) feature 'Neon Nights' colorways and graphics on the sole and navy blue carbon fiber crowns. Each of the DS-Adapt drivers features a titanium chassis with carbon fiber crowns and large carbon fiber sole plates. Cobra has also added an internal weight inside the heads of the DS-Adapt drivers, but the weight locations are different based on the loft of the clubs. Why? Golfers with different playing styles and needs typically buy different drivers, so Cobra customizes each club and encourages players to work with fitters to find the model that suits their swing. The DS-Adapt PTC drivers also have H.O.T Face technology. The acronym stands for Highly Optimized Topology, and it blends thick and thin areas that enlarge the sweet spot and protect ball speed on mishits. Finally, each of the DS-Adapt PTC drivers has Cobra's excited new FutureFit33 adjustable hosel system. It lets players and fitters set the driver into 33 different positions to find the ideal loft and lie angle.
