Red Hot Chili Peppers frontman Anthony Kiedis is launching his own coffee brand, and he’s turning to Live Nation for help getting it in front of coffee drinkers.
Today, Kiedis and longtime friend Shane Powers are debuting their coffee in a can consumer brand JOLENE along with a marketing campaign, which a press release says is “built to move with the rhythm of live entertainment and meet the ambition of those living life to the fullest.”
Kiedis and Powers have partnered with Live Nation as both an investor and distribution partner for JOLENE. The global concert promoter will carry the coffee brand at its festivals and 40 amphitheaters owned or operated by Live Nation, including the Gorge Amphitheater in Washington, Northwell at Jones Beach Theater in New York and Allianz Amphitheater at Riverfront in Richmond, Virginia.
Live Nation is an equity investor in JOLENE as is consumer spirits company Global Brand Equities and h.wood Group founder John Terzian. The agreement is similar to one Live Nation struck with water company Liquid Death in 2021 and its celebrity ownership group that included Wiz Khalifa, Machine Gun Kelly, Steve Aoki and Tony Hawk. That agreement had Live Nation selling Liquid Death at its 120 owned-and-operated venues as part of a larger sustainability effort to phase out the sale of single-use plastics at all owned and operated venues and events.
JOLENE comes in two flavors: Black (cold brew) and White (oat milk latte) and will be used to make four signature cocktails at Live Nation-owned venues. According to a press release, JOLENE is sourced through an all-female co-op in Peru, “ensuring high-quality beans while directly supporting the women growers and their communities,” the release reads. The product is also available for purchase online at retailers in Los Angeles and New York.
The origin of the coffee goes back several years, according to Kiedis. “Shane shouted at me down the sidewalk ‘Let’s do something!’ I shouted back ‘how ’bout coffee’? He said ‘done.’ And so began the adventure of putting a high-quality spin on a can of coffee.”
The name JOLENE is a spin on the phrase “cup of Joe” and the common descriptor “skinny latte” or “lean latte” referring to a latte without whole milk, as well as a reference to the hit country music song “Jolene” by Dolly Parton.
Russell Wallach, Live Nation’s global president of Media & Sponsorship added “Fans want options that fit the pace and energy of live music,” noting, “Cold brew has come up again and again, and JOLENE delivers — it’s high quality, easy to enjoy, and adds something new to the fan experience. It’s one more way we’re evolving to meet what fans are asking for.”
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