Beyoncé announced her investment in the WTRMLN WTR drink company today. The website for this watermelon-based liquid describes the product as, “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!”
Jody Levy, co-founder of WTRMLN's parent company, World Waters LLC, spoke to Bloomberg about the new partnership. Levy apparently sent samples of WTRMLN WTR to Beyoncé's management company after hearing a line from the hit “Drunk In Love:” I've been drinking watermelon.
Looking back now, Levy downplayed the incident. “We were just in growth mode, and there was no intention to really bring in a celebrity,” she told Bloomberg. “I associated [Beyoncé] with past endorsements like Pepsi that she had done, and I didn’t want anything in return.”
But the reach-out paid off years later. “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 explained today 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.”
Fortune reports that WTRMLN WTR is a three year old company with product stocked at more than 7,500 stores around the country. “I really felt excited by the prospect of Beyoncé being an investor and part of that curated group of aligned humans that believe in the bigger power of what we’re doing,” Levy declared.