“Nearly half (45%) of music festival fans are Millennials– 51% more likely to be Hispanic and 11% more likely to be Asian compared to total music listeners. Festival fans are also live music fans: 82% have attended at least one live music event in a typical year, compared with just 53% of music listeners in general.
– Festival fans age 21 and older are strong consumers of almost every type of alcohol than the average music listener….38% more likely to drink craft beer than the average music listener.
– Beyond beer, vodka, tequila, and rum are the hard liquors of choice among festival fans, and domestic options are the most common wine selections.
– Approximately half of festival fans share photos and/or text friends while at the concerts—so fans who can’t attend and suffer from FOMO (fear of missing out) can be part of the experience too.”