Yola seizes the Día.

Crush Ventures partnered with Live Nation to launch an eponymous music festival around Yola Mezcal, a women-led craft mezcal brand, called Yola Día. One of Yola's founders is Swedish pop star, Lykke Li, a management client. The one-day festival in Los Angeles last Summer sold out. It featured performances by Megan The Stallion, Lykke Li, and Courtney Love, among others. The festival led to a key distribution relationship with Southern Glazer's and earned more media for the brand than everything leading up to that point in time. The NYT wrote a feature piece on the company. Big plans and major headliners are coming together for the second year of the festival in 2021.