Beyoncé Jumps from Lemonade to Watermelon Water

We all know Beyoncé’s got a whole thing with Lemonade going on right now, but it turns out she’s also got another refreshing, fruit-based drink on her agenda: watermelon water. The pop superstar has recently thrown her weight and wallet behind WTRMLN WTR, a bottled beverage made from cold-pressed watermelon flesh and rind, with a dash of organic lemon, that its makers cutely call “liquid love.”

The product is touted as hydrating and ultra-healthy — loaded with nutrients, antioxidants and electrolytes, including vitamin C, potassium, L-citrulline and lycopene, and containing no added sugar or water. Basically, it has all the good things watermelon has; the cold-press process preserves them.

It’s also environmentally sustainable, made using “ugly” watermelon that might otherwise end up in the trash and that may, recent research indicates, pack an even bigger nutritional punch than pretty fruits. Plus, it’s certified kosher, gluten-free and vegan (not to mention GMO-free, dairy-free and packaged in recyclable, BPA-free bottles) — and has been billed as “the next coconut water.”

“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, who also has a stake in the vegan-diet kit 22 Days Nutrition and the athletic apparel line Ivy Park, 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.”

As for how Beyoncé got interested in the product, luck and determination both played a role. Beyoncé’s song “Drunk in Love,” which contains the line “I’ve been drinking watermelon,” was coincidentally released the very day that WTRMLN WTR was first offered for sale at a then just-opened Whole Foods store in Brooklyn: December 13, 2013. World Waters co-founder and creative director Jody Levy saw an opportunity and pounced, sending product samples Beyoncé’s way.

One thing led to another, and voila, now Beyoncé is a “meaningful” shareholder, Levy told Bloomberg, and WTRMLN WTR will enjoy a host of sweet Queen Bey-related marketing boosts. For one thing, the beverage will be sold at concert venues during the performer’s upcoming tour.

And given what Beyoncé has already done for sales of lemonade, you’d be cold- … er, hard-pressed to find a juicier endorsement at the moment.

Photo courtesy of @wtrmlnwtr

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