Caffeinated sparkling water brand Phocus has a new look and a new celebrity partner in rapper Jack Harlow, the company announced on social media this weekend.
In an Instagram post, Harlow showed off a picture of the brand’s new minimalist can design, which on the front features only an updated brand logo and Harlow’s signature on a plain aluminum background. “The Remedy for Writer’s Block,” he wrote, adding that the drinks were on sale now.
Alongside the rebrand, Phocus has launched a new website at a new URL (phocus.com) while its old web address is now offline. The brand’s Instagram profile has also been wiped of old posts.
As well, older versions of the drinks are no longer available for sale online as the company appears to have pulled Amazon listings and profiles on Walmart.com and Kroger list the old cans as out of stock. The rebranded product is available direct-to-consumer and on Amazon for $33.99 per 12-pack of 11.5 oz. cans.
Founded in 2017 as Clear/Cut Phocus, the brand produces a line of flavored sparkling waters made with L-theanine and 75 mg of caffeine from green tea per 11.5 oz. can. While it previously offered a variety of flavors such as Cola, Cucumber and Root Beer, the refreshed Phocus appears to have scaled its portfolio down to a single flavor (Orange) and has dropped “Clear/Cut” from the brand name.
The partnership with Harlow appears to tie the brand closely to the Grammy-nominated artist, who was born and raised in Louisville, Kentucky where Phocus was founded. On its website, a message from Harlow states the brand was created “with one goal in mind: fueling creativity” and positions the product as a functional drink for artists.
“Inspiration is every artist’s most precious commodity,” Harlow states on the site. “For me, some days in the studio are more fruitful than others. I often head home feeling discouraged, wondering when – or, worse, if – I will get to feel that rush of fulfillment I felt the last time I made something great. Over time I’ve learned that we don’t get to choose when the lightning bolt of brilliance strikes us. However, there are ways to make ourselves a more frequent target.”
The partnership is not Harlow’s first beverage venture: in 2021 he invested in recovery beverage The Plug Drink. Harlow also partnered with fast food chain Kentucky Fried Chicken last year for a limited edition promotional meal deal.
As of last year, Phocus was sold in around 3,400 stores nationwide, including Kroger, Publix, Albertsons/Safeway, Fresh Thyme, CVS and Giant stores among others. The brand was previously distributed in New York via DSD house Big Geyser, however that partnership appears to have ended.
In January 2022, Phocus co-founder John Mittel was named to Forbes’ Next 1,000 list of rising entrepreneurs.
Last fall, former Bang Energy executive Joey Nickell was named CEO of the company, replacing Tom Creek in the role who, according to LinkedIn, stepped down from the position in November 2022 after three years.
Phocus did not immediately return requests for comment from BevNET.