Cēsu alus has been the sponsor of the festival since its inception in 2007, alongside the financial support and providing the sales of beer and beverages for the event, as well as by offering various entertainment options. Since 2009 Cēsu alus has been the sponsor of the Second Stage. In 2009 the artists who performed on Cēsu alus stage included the scandalous musician from Great Britain – Peter Doherty, and Irish solo singer Sinead O’Connor. In 2010 Cēsu alus stage was represented by electronic music artists: The Climbers, UNKLE live and one of the most splendid Latvian groups – exponents of electric rock Triānas parks. But the new British artists Stornoway even chose to enjoy Cēsu Premium beer on the stage in-between performing their songs.

Director of JSC “Cēsu alus” Eva Sietiņsone Zatlere admits that “Positivus is the largest summer event after Midsummer’s Night celebration not only to the personnel of Cēsu alus and fans of our products, but also to all those, who enjoy high quality entertainment. Like many other Latvian companies, as a result of economic recession we have reviewed our sponsorship and support policy, but Positivus Festival is one of those events, which provides values and audience that are a perfect match to Cēsu alus vision about high quality entertainment, therefore we undoubtedly continue our successful long-term cooperation.”

Each year the festival grows by attracting more and more visitors, which provides also increased consumption of beer and other beverages during the festival days. Within the last years beer consumption per visitor has been an average of 0.6 l, which in the summer of 2010 totalled already 33 500 litres of various beverages, 24 000 litres of which were beer consumed by the festival’s visitors and guests.

Positivus is the largest music and art festival in the Baltics. Up to now such celebrities as Muse, Scissor Sisters, Moby, Travis, Manic Street Preachers, Fatboy Slim, James, Stereophonic and many others have performed in it.