#United States #Minneapolis #First Avenue #BLNCD #Foundry Nation

First Avenue's Groundbreaking THC Beverage Partnership

First Avenue, a monumental name in the music and entertainment landscape, has established a significant partnership with the Minnesota-based cannabis beverage brands BLNCD and Foundry Nation. This initiative marks a pioneering step in the arena of THC-infused beverages at live music venues across the nation. The exclusive collaboration set to last for the next two years integrates these innovative brands into First Avenue's most renowned music spaces, including the iconic First Avenue itself, 7th St Entry, Fine Line, Palace Theatre, The Fitzgerald Theater, and Turf Club, along with Palace Pub and Depot Tavern.

This partnership is not just about refreshments; it signifies a cultural shift in how audiences engage with live music. As the popularity of alternative beverages continues to rise, First Avenue aims to provide a diverse array of choices for its guests, aligning with modern socializing concepts. This initiative aims to enhance the overall guest experience by introducing thoughtfully crafted alcohol alternatives designed for today's audiences.

Nathan Kranz, General Manager at First Avenue, emphasized the importance of this collaboration, stating, "This partnership allows us to elevate the guest experience in a way that aligns with our values and the evolving preferences of our audiences, while working with trusted local partners that understand our venues, our community, and our legacy."

A True Local Collaboration

Both BLNCD and Foundry Nation are independent cannabis brands rooted deeply in Minnesota's local culture. Their mission revolves around redefining social drinking, providing elevated, intentional alternatives to traditional alcoholic beverages. By placing these brands at the forefront of this initiative, First Avenue solidifies its longstanding reputation as a trendsetter within the live entertainment sector.

Allison Vaillancourt, Founder and CMO of both brands, expressed her enthusiasm about the partnership. She remarked, "This partnership feels incredibly full-circle. First Avenue is an independent institution that has shaped music and culture for decades. To partner with them across their iconic venues is not only a milestone for our brands but a clear signal of where social experiences are headed."

The collaboration also boasts a profound industry background. Partner Beecher Vaillancourt, with an extensive history in the live music scene — transitioning from a promoter to managing independent venues — has an innate understanding of the synergy between the cannabis and entertainment industries. He noted, "From attending shows at First Avenue in the '90s to producing events there in the 2000s, this feels like destiny. I've always been a music enthusiast, and now I can enjoy a proper THC drink at my favorite shows."

Rolling Out the Experience

The THC beverage selection will start appearing across First Avenue's venues in January. The carefully curated range will be seamlessly integrated into existing bar offerings, allowing patrons to enjoy these beverages while reveling in their favorite live performances. Furthermore, First Avenue, BLNCD, and Foundry Nation will collaborate on special events and programming throughout their two-year partnership, enhancing the live music atmosphere.

About the Brands

BLNCD is recognized as a woman-owned venture committed to crafting well-balanced cannabis wellness beverages aimed at restoring equilibrium in mind, body, and spirit, focusing on modern social rituals. Foundry Nation, on the other hand, takes inspiration from classic flavors to deliver vibrant and bold THC experiences, crafted specifically for music aficionados and nightlife.

First Avenue has been a pivotal player in the music culture for over 50 years, setting musical trends and supporting artistic endeavors across the Twin Cities. With this latest partnership, it continues to shape the future of live entertainment by embracing evolving consumer preferences and promoting a diverse selection of experiences, thereby reinforcing its legacy as a tastemaker in the industry.