She truly has been drankin’ watermelon! The superstar singer who recently released a new album called Lemonade and a new athleisure wear line dubbed Ivy Park, has invested in WTRMLN WTR, a startup beverage company that makes ‘deliciously hydrating’ cold-pressed watermelon juice.
Beyoncé’s involvement with the brand is a series of interesting happenings that started on Dec. 13, 2013, the day her song “Drunk in Love” was released. The track included the lyric “I’ve been drinking watermelon.” That was also the day WTRMLN WTR was first sold at a Whole Foods store in Brooklyn. This was a mere coincidence at the time. Shortly after, the boutique marketing agency, LMS, that represents WTRMLN WTR sent product to Beyoncé and opened a dialogue about partnerships and the rest is #LiquidLove history.
The Deets on WTRMLN WTR
WTRMLN WTR keeps thirst at bay! Each bottle contains only three ingredients; watermelon flesh, watermelon rind and organic lemon. It uses no added sugar or artificial ingredients. It’s low calorie, and an excellent source of Vitamins A and C. WTMRLN WTR is stocked in over 7,500 retail locations including Whole Foods, Kroger, Costco and online at Amazon.com.
They eliminate the shameful wasting of 800 million pounds of sun burned or misshapen watermelons that go unsold in the U.S., by turning it into juice. The juice undergoes a high-pressure process, instead of less healthy heat pasteurization. This type of juice is gaining popularity as the growing number of health-conscious consumers drop sodas and other sugary drinks.
Partnering with a Purpose
Co-founder and creative director Jody Levy said in a statement that Beyoncé is “aligned with many of our company’s core values, especially our commitment to empowerment.” Knowing that Beyoncé was opting for product launches meant to inspire health and wellness Levy remembers, “About a year ago, we had a conversation about her interest in investing in companies that are mission-driven and connected to people.” WTRMLN WTR gave the entertainment icon a product with a mission worthy of her endorsement and investment.
“I invested in WTRMLN WTR because it’s the future of clean, natural hydration; as partners, we share a simple mission to deliver accessible wellness to the world,” Beyoncé said in a statement.
“This is more than an investment in a brand, it’s an investment in female leaders, fitness, American farmers, and the health of people and our planet.”
Queen Bey’s Growing Empire
Beyoncé has been focusing her personal brand on health and wellness. Last year, Beyoncé and her personal trainer teamed up for a vegan home delivery meal service, 22 Days Nutrition. Her new clothing line, Ivy Park, is athletic leisure wear rivaling Lululemon and Kate Hudson’s Fabletics.
Her Formation World Tour kicked off April 27 and has already created opportunities for the beverage. Fans will be able to get a taste as WTRMLN WTR will be sold at concert venues throughout the tour.The drink was also featured in pop-up stores around the U.S. during the rollout of Ivy Park.
Based on an authentic interest in the product and mission of the company, Beyoncé and WTRMLN WTR is a true partnership that will set the standard for celebrity partnerships moving forward.