Local and global drinks brands to star at Rhythm & Vines

Iconic New Zealand festival Rhythm & Vines has announced a raft of partnerships with New Zealand and global drinks brands ahead of the three-day event in Gisborne.

This year’s event will include activations from Pals, Red Bull, Pernod Ricard (Malibu and Jameson) and Lion (Steinlager).

Part of Live Nation’s portfolio of music festivals, Rhythm & Vines is recognised globally as the world’s first festival to see the dawn of the new year and attracts around 85,000 revellers to its Waiohika Estate site from 29-31 December.

Kyle Bell, Head of Marketing for Live Nation’s Festivals in New Zealand said: “Rhythm & Vines attracts a loyal audience and for 21 years has been recognised as a rite of passage which provides the ideal canvas for brands looking to create unforgettable experiences. We’ve seen Gen Z in particular craving new experiences, with live music being at the forefront of this trend. Brands have the opportunity to not only be part of, but add to these experiences.”

Returning brand partner, Pals, saw high engagement in 2022 and will once again take over the iconic hill-top bar at Rhythm & Vines to create a memorable experience for festival-goers wanting to relax and take in the atmosphere.

Mat Croad, Director & Co-Founder of Pals said: “Something we always strive to do is connect with our consumers, so to be able to do that through creating something of a 'Pals World' at Rhythm & Vines is pretty special to us. It’s something that festival-goers can actually feel immersed in, and goes beyond an everyday interaction with the brand. And what better way to celebrate the New Year than with your pals at the top of the hill.”