Spanish plant-based brand Better Balance will maintain a presence across several of Spain’s major music festivals in 2026, continuing a run that now spans five consecutive years. The brand is confirmed for Primavera Sound, O Son Do Camiño, PortAmérica, BBK Live, and Río Verbena, with distribution points in both general and VIP areas at each venue.
The festival circuit has become an increasingly competitive space for food and beverage brands, as organisers allocate more dedicated space to gastronomy within the event footprint. Better Balance’s multi-festival footprint in Spain positions it as one of the more visible plant-based brands in this channel domestically.
Haute cuisine meets the festival stage
PortAmérica, held in Catoira, Galicia, will again feature Better Balance through its ShowRocking culinary programme, which integrates high-end cooking demonstrations into the festival experience. Chef Antonio Arrabal, who has previously participated in the event, will represent the brand with dedicated culinary offerings at this year’s edition.
Carolina Agudo, Head of Marketing at Better Balance Europe, said: “Being present at a music festival offers an enriching and positive environment that facilitates the integration of Better Balance products into a relevant consumer experience.”
Festivals as a distribution and awareness channel
Live events have gained traction as a route to market for food brands targeting younger, lifestyle-oriented consumers. For plant-based companies in particular, festivals offer direct access to a broad audience outside of the typical retail or foodservice setting. Better Balance’s approach of embedding within the festival programme, rather than simply operating a food stand, reflects how brands in this space are looking to build relevance in non-traditional environments.
Spain’s festival market is among the most active in Europe, with events like Primavera Sound drawing tens of thousands of attendees annually across its Barcelona and Porto editions.
Agudo continued, “Our intention is to accompany the public in memorable situations, promoting the adoption of new, rich, and healthy alternatives at these types of events. It’s our most informal and fun way of introducing ourselves.”
