Deftones & DrinkSip Launch Tone Zero Non-Alcoholic Lager

Deftones Enter the Non-Alcoholic Beverage World with Tone Zero: A New Series of Non-Alcoholic Beers in Collaboration with DrinkSip 

October 31, 2024 – Pioneers of alternative metal, Deftones are venturing into new territory once again, this time outside of the music world, with the launch of their first non-alcoholic beer series, Tone Zero, in collaboration with DrinkSip, a leader in the non-alcoholic craft beverage industry. The debut beer, a Japanese-style rice lager, brings the band’s signature innovation and boldness to the rapidly growing non-alcoholic beer category.

While Deftones are no strangers to beer—having released 12 full-strength craft beers since 2016—Tone Zero marks their first step into the non-alcoholic market, aligning with their continuous drive to evolve and push boundaries. 

Deftones: Evolving Beyond Music

From their genre-defying albums to groundbreaking live performances, Deftones have built a reputation as artists who thrive on innovation. Their foray into brewing craft beer in 2016 was an extension of this creative spirit, and their beers have been embraced by fans and beer enthusiasts alike. With Tone Zero, Deftones aim to connect with a broader audience, including those who are choosing to reduce or eliminate alcohol from their lives.

Why Tone Zero is a Big Deal for the Music Industry

Deftones' decision to launch a non-alcoholic beer series is reflective of a broader cultural shift within the music and entertainment world. As more musicians and artists embrace health-conscious lifestyles, including sobriety or mindful drinking, Tone Zero speaks directly to a growing demand for non-alcoholic alternatives that maintain a sense of community and experience—core values in Deftones' ethos. 

The Partnership with DrinkSip:

Tone Zero is the result of a collaboration with DrinkSip, co-founded by industry disruptor Julian Yakoo, known for launching CraftShack.com, one of the first online alcohol marketplaces. DrinkSip is at the forefront of the non-alcoholic craft beer revolution, and their collaboration with Deftones is designed to offer a premium product that echoes the artistry and integrity both brands are known for.

Yakoo comments on the partnership, “We’re honored to work with Deftones on Tone Zero. They’ve always been pioneers in their craft, and that same pioneering spirit is what the non-alcoholic beer space needs right now. Together, we want to show the industry that non-alcoholic doesn’t mean compromising on quality or experience.”

Why Distributors Should Pay Attention:

With Tone Zero, Yakoo is bringing his industry expertise and relationships to help distributors and retailers navigate this rapidly growing market. As demand for non-alcoholic alternatives continues to surge, the Tone Zero series offers a premium product that stands out for both its quality and its brand message.

“When people see Tone Zero, the message is clear,” says Yakoo. “ZERO immediately signals to consumers that they’re choosing a non-alcoholic option, just like successful ZERO offerings from other major beverage brands. We’re delivering a product that aligns with today’s health-conscious consumers and will resonate with both retailers and distributors.”

DrinkSip’s Integrated Marketing Approach:

DrinkSip’s integrated marketing approach is designed to bring more non-alcoholic options to concerts and venues—where brands are truly built. Partnering with Deftones on their upcoming tour enables us to navigate traditional distribution hurdles more flexibly, working with a variety of beverage distributors and even self-distributing where needed.

A key to DrinkSip’s growth is expanding collaborations to make us the go-to choice for venues while promoting a responsible drinking message that resonates. We’ll turn the usual pitfalls of drinking into standout messaging. At events, we’ll reinforce the broader message of being a responsible adult and not the buzzkill of the party—DrinkSip Responsibly.

Availability: 

Available on ShopDeftones.com and DrinkSip.com starting October 31, 2024, at 5 PM ET, with a retail rollout to follow. Limited availability. MSRP: $17.99 for a 6-pack. Available this Saturday, November 2, at Deftones' 5th Annual Día De Los Deftones Festival at Petco Park, San Diego.

About the Beer:

The first in the Tone Zero series is a Japanese-style rice lager, offering a crisp, refreshing taste, with subtle enhancements from rice water that bring a depth to the flavor profile. Whether you’re taking a break from alcohol or embracing a non-alcoholic lifestyle, Tone Zero is designed to give you the same premium experience that Deftones fans expect. 

About DrinkSip: Founded by Julian Yakoo, an e-commerce pioneer who launched one of the first online alcohol marketplaces in 2013, DrinkSip is helping lead the charge in the non-alcoholic craft beer revolution. Backed by DeMarcus Lawrence of the Dallas Cowboys and Joey Redner, founder of Cigar City Brewing, DrinkSip leverages deep industry experience to create exciting new products for a changing marketplace. Yakoo’s vision is to bring collaboration and innovation to the forefront, offering products that meet the demands of retailers, distributors, venues and consumers alike.

For more information and to inquire about partnerships, visit DrinkSip.com or follow us at @DrinkSipGo.

About Deftones:

Formed in Sacramento, CA in 1988, the multi-platinum GRAMMY® Award-winning Deftones are one of the most influential alternative bands in the world. The band, comprised of Chino Moreno, Frank Delgado, Stephen Carpenter, and Abe Cunningham, has released nine studio albums, with the most recent release being GRAMMY®-nominated Ohms. Deftones’ culture is revered as one of the most fervent that exists.