*As though being a singer, actress, media mogul, record label leader and clothing line proprietor weren’t enough, Beyoncé has now made a new leap as an investor in WTRMLN WTR. According to Billboard, the three-year-old company specializes in “cold-pressed watermelon-based sports drinks.”
In a recent company announcement World Waters LLC (WTRMLN’s parent company) Co-founder and Creative Director Jody Levy explained WTRMLN appealed to Beyoncé because of the company’s health-conscious approach which makes its water from unused watermelons and “a drop of organic lemon juice,” with no other additives.
Beyoncé released a statement on the matter stating:
“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. 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.”
This news directly follows the release of Lemonade –Beyoncé sixth studio album – and a sweeping reorganization at her management company/label Parkwood Entertainment. She has since been promoting the label’s newest artists — Sophie Beem and Chloe and Halle – launching her active wear line Ivy Park and starting her Formation World Tour just after the HBO debut of the Lemonade visual album.
The busy mogul made certain to incorporate WTRMLN WTR into her many business ventures as well; the beverage has been available at Formation venues since the start of the tour and was front and center at Beyoncé’s Ivy Park pop-up stores throughout the US earlier this year.
Although this business approach is common in the entertainment space, the star’s new investment showcases a new business model for Beyoncé, who has favored endorsement deals with brands like Pepsi in the past. Other artists who have had success with this approach include Madonna who backed Coco Vita coconut water with Anthony Kiedis of the Red Hot Chili Peppers and, of course, 50 Cent invested in Vitamin Water, which eventually made the rapper close to $100 million after Coco-Cola bought Glaceau in 2007.
Through all the excitement, Beyoncé’ hasn’t slowed down yet and will continue on her US leg of the Formation tour through June 14; the European leg of the tour starts June 28.
“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”, said Beyonceì. “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.”