Waiākea Inks Deal With Yankees Star Judge
New York Yankees right fielder Aaron Judge is best known in beverage circles as the face of Pepsi since 2017, but with the ink finally dry on a new contract with the Bronx ball club, he’s moved on to a new chapter in business with Hawaiian volcanic water brand Waiākea.
The 30-year-old has joined the company as an ambassador and equity investor, and will be the face of a marketing campaign that will kick off with large ads at all three major New York airports, followed by POS across the city including 6’7″ lifesize cutouts of Judge in Bolla Markets.
The partnership also extends to Judge’s ALL RISE Foundation, which provides awards and incentive programs for schools and local organizations to reward academic performance. The athlete “will work with Waiākea to highlight the brand’s sustainability and give-back initiatives” via the Foundation, according to a press release.
Launched in 2012, Waiākea is one of several naturally sourced premium water brands staked on their sustainability credentials. The brand offers three formats: a refillable aluminum bottle, a Spout Box line, and Oceanplast bottles, which emit 79% less carbon and use 80% less energy than virgin PET bottles. The product is currently sold at over 40,000 stores nationwide including Whole Foods, Kroger, Ralph’s, Wawa, Speedway, Walmart, QuikTrip and other retailers, as well as over 1,000 independent stores in New York City.
Judge is the latest athlete to align with Waiakea, which counts recently crowned NBA champion Klay Thompson and NFL defensive end Myles Garret. The MLB All-Star signed a multiyear endorsement deal with Pepsi in 2017, and became an investor in KDP-affiliated energy drink A SHOC earlier this year.
“As an athlete whose body is constantly being put to the test, I have to drink a lot of water to stay hydrated,” said Judge. “A few months ago, my wife Samantha went to pick up some water from our local grocery store and came back with a bag of Waiakea. I was immediately impressed with the taste and freshness of the water and wanted to learn more about it. It was really cool to find out that Waiakea water is actually volcanic filtered rainwater that is collected from the local rainfall in Hilo. I also discovered that Waiākea commits themselves to sustainability and community. That stuck out to me because community is extremely important and is one of the founding principles of my Foundation, the Aaron Judge ALL RISE Foundation. I could not be more excited to join the Waiakea ‘Ohana and to develop new opportunities for my ALL RISE Foundation through this partnership. I look forward to supporting initiatives that align with our mission to inspire children and youth to become responsible citizens.”
In an email to BevNET, Daniel Kleinkopf, VP of marketing at Waiākea, praised Judge for hitting on the brand’s three pillars: healthy, sustainable and ethical.
“We aren’t necessarily looking to emphasize the connection to sports more, we are just lucky to have a lot of athletes who love our product, drink it every day, and are sustainability and/or community minded,” he said. “Athletes are in a unique position to use their platforms for positive change and when that’s aligned with a brand that has similar goals, partnerships become authentic and natural.
After a decade in the water business, Waiākea is stepping outside the category for the first time. This year, the brand released Waiākea Hawaiian Volcanic Coffee, a 100% single origin whole bean coffee from Hawaii available in two roast profiles.
As with all Waiākea products, the coffee is certified Carbon Neutral, a credential that Kelinkopf noted the company is seeking to help build awareness for as many consumers focus primarily on packaging and recyclability.
“The packaging emphasis from consumers seems to be focused much more heavily on the end of life than the production of the material. In reality, we need to be concerned about both,” he said.
Vita Coco Celebrates Launch of Its Coconut Juice with Roadside Experience in Texas
In celebration of the launch of its new coconut juice, Vita Coco is bringing a pop-up roadside attraction to consumers in Dallas, Texas.
As a testament to the saying “Everything is Bigger in Texas,” Vita Coco’s “World’s Biggest Coconut” attraction will feature an inflatable coconut that stands over three stories tall. Additionally, the experience will include local food trucks, outdoor games and an opportunity for visitors to sample Vita Coco’s products.
“We know summertime in Texas means two things: heat and the need for refreshing and fun summertime experiences that help you cool down. The World’s Biggest Coconut experience offers Texans both,” said Jane Prior, Vita Coco CMO, in a press release. “Our new coconut juice has a big, bold flavor, so we knew we had to celebrate the launch in a big, bold way.”
Vita Coco first announced the launch of its coconut juice last month. Available in two flavors – Original with Pulp and Mango – the juices are made from a blend of coconut water and a “burst of tropical flavor.” The new offering is available in select convenience stores across the East Coast and Dallas for $2.49 per 16.9 oz. can.
To promote the launch, Vita Coco has highlighted its partnership with Cantonese-American restaurant Bonnie’s in Brooklyn, and its owner Calvin Eng. According to the brand, Vita Coco has teamed with Calvin for the launch of its coconut just because he “is a real, authentic fan” and because the two have similar roots in New York City.
The free World’s Biggest Coconut attraction, located at 705 N Blvd in Dallas, Texas, will be open to visitors from 11 a.m.-4 p.m. from July 22 to July 24.
Evian Teams Up with Tao Group Hospitality to Launch First-Ever Sparkling Water Residency
In conjunction with the release of its first non-flavored carbonated spring water, evian unveiled its Sparkling Water Residency inspired by the spectacle of Las Vegas residencies.
“After announcing the introduction of evian Sparkling earlier this year, we are excited to officially welcome our latest bubbly offering and introduce the evian Sparkling Water Residency in Las Vegas with Tao Group Hospitality,” said Leni Haemaelaeinen, marketing director at evian North America, in an official statement. “As a brand that encourages healthy hydration, we wanted to bring our new sparkle to Las Vegas and create a hydration experience that awakens the senses.”
The month-long residency will be available exclusively at TAO Beach Dayclub at The Venetian Resort Las Vegas from July 12 to August 12. The residency will feature a replica of the French Alps, evian Sparkling bottles covered in Swarovski crystals, an evian “water service presentation” and the option for day club-goers to order sparkling evian from their poolside cabanas.
Evian Sparkling is currently available at Tao Group Hospitality properties in 330ml and 750ml bottles and rolling out at select hotels and restaurants nationwide.