News media release statistics about young people’s dependence on drugs, vapes, sex, and cellphones. However, festivals and clubs are in trouble, as a different vice has been diminishing, at least in clubs and on festival grounds: alcohol consumption. Prominent income streams are going down; lower beverage sales make beer and hard liquor sponsors more reluctant to invest. In an industry that is (still) ethically aware, with frequent discussions about mental and physical health, it is difficult to promote the message to young audiences: “drink more beer!” What can we do? Is this a temporary phenomenon, or do we have to find new avenues for food and beverage revenue? Can 0%, mocktails, and quality food realistically bridge the gap — and what are the creative new ways that actually resonate with audiences and make money? Speakers to be announced!