Hot on the heels of her “Lemonade” music video project, brand Beyonce will launch WTRMLN WTR, a “watermelon water startup.”
— WTRMLN WTR (@WTRMLNWTR) April 30, 2016
But Beyonce’s involvement in the vowel-challenged brand WTRMLN WTR is about more than a drink touted as “the next coconut water.” In a statement, Beyonce says she invested in the brand “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.”
Wow, a planet saved by just 60 calories per 8 fluid ounce serving.
While Beyonce’s embrace of WTRMLN WTR is new, the brand is not. Launched in 2013, the beverage bills itself as a health tonic, a workout recovery beverage, a sexual prowess booster and the “future of hydration”:
“A Hydration Sensation Spreading Love to the Nation. Each conscientiously grown, non-GMO+, hand skinned, cold pressed, tenderly loved melon is treated so well it thinks it’s the ‘only’ one. Ha!
Everytime the thirsty, dehydrated, electrolyte starved, nutrient famished cells in your body beg for some lovin’. Morning? Yup! Work out? Uhuh! Post party? Yes!
Between the sheets? Never better!
Rejuvenate the wtrmlnwtr™ way!”
— AP Business News (@APBusiness) May 3, 2016
Until the Beyonce partnership, WTRMLN WTR promoted heavily within the health and wellness and gym culture.
— John Kell (@Johnnerkell) May 3, 2016
Beyonce’s move to add a beverage brand to her growing stable of products is a no-brainer and follows in the footsteps of other celebrities who taken an ownership stake over an endorsement fee. Jennifer Aniston cashed in from her stake in SmartWater. Rapper 50 Cent made millions on his deal with Vitamin Water. Sean “Puff Daddy” Combs and Mark “Marky Mark” Wahlberg partnered to create AQUAhydrate. How about Rihanna and Alex Rodriguez and Vita Coco? Lady Gaga’s rumored “healthy drinking water brand” never materialized.
— WTRMLN WTR (@WTRMLNWTR) May 3, 2016