Party punch maker BeatBox hosted its first national sales meeting in Houston, which had the feel of a Meow Wolf, with a faux convenience store decked out in neon, a trippy giant mushroom-covered hard tea garden, a Las Vegas-themed area with casino games, a lab for new innovations with “scientists” that looked strikingly like Rick of Rick and Morty Adult Swim fame and the usual presentations about the coming year.
Keynote speaker Jesse Cole, the yellow-tuxedo clad owner of the Savannah Bananas barnstorming baseball exhibition team, who preached an entertainment and fan-first approach to business. BeatBox founders Aimy Steadman, Justin Fenchel and Brad Schultz took the message to heart.
The meeting had a high-energy, upbeat tone as BeatBox is averaging triple-digit sales growth in 2024 and is the No. 1 ready-to-drink single in U.S. convenience stores tracked by NIQ over the latest 13-week period (ending June 13) when the brand’s wine- and malt-based single-serve businesses are combined.
Phil Jamison, BeatBox EVP of sales, added that BeatBox’s depletions have reached 4.2 million through the end of July, and are expected to reach 8.5 million by the end of the year, pushing BeatBox’s wholesaler network revenue to $287 million this year.
BeatBox’s big bet for 2025 is both a product and a partnership. The company announced a deal with sports megastar Shaquille O’Neal, who will invest in the business and also be the face of a new Blueberry Lemonade flavor (11.1% ABV) launching in May.
BeatBox SVP of marketing Zech Francis made the deal with O’Neal official on stage, signing the contract on his phone Wednesday morning.
The partnership with O’Neal, a prolific former athlete, television personality and businessman, will see the Inside the NBA star earn royalties on the sales from the new flavor, which will be reinvested for equity in the business, Francis told Brewbound.
Francis said the initial idea was to partner with O’Neal’s alter ego, DJ Diesel, who not only plays but headlines many of the music festivals BeatBox sponsors.
In a pre-recorded video, O’Neal expressed his excitement in partnering with and investing in BeatBox.
“I’m all about big flavor, and BeatBox delivers that with every sip,” he said. “I’m excited to partner with each and every one of you in the room today. Your support is going to be crucial making BeatBox the biggest alcohol brand in [the] U.S. in 2025. Let’s make it happen.”
The video wrapped to cheers and applause.
“Shaquille is gonna be a massive, massive driver and the face of the Blueberry Lemonade product that we’re coming out with,” Francis said. “But on top of that, he’s investing in our business, like you guys heard. He’s gonna be across the entire portfolio, really promoting the BeatBox business as a whole.”
The spring launch of Blueberry Lemonade will be joined by Watermelon Lemonade, in singles.
BeatBox will also launch a Lemonade variety pack, with both wine and malt bases, featuring Blueberry Lemonade along with Lemon Squeeze and Watermelon Lemonade. Citing Numerator survey data, Francis said 50% of RTD shoppers are interested in a BeatBox Blueberry Lemonade flavor.
Blueberry Lemonade will also be the “hero flavor” of BeatBox’s returning 3L “big box.”
Francis laid out BeatBox’s other planned releases for 2025.
In January 2025, BeatBox will launch single-flavor, wine- and malt-based packs of Peach Hard Tea, Lemonade Hard Tea and Cherry Limeade. All three 11.1% ABV flavors will graduate from variety pack exclusives to single-flavor packs.
For April Fool’s Day 2025, BeatBox will release Big Papa Pickle Margarita (11.1% ABV, wine-based only) in partnership with Van Holten’s Pickles. The limited-time offering will only be available in Texas and California.
Starting September 1, Grape Juice (11.1% ABV, wine- and malt-based) singles will hit retailers. Francis added that grape is the company’s most-requested flavor on social media and at festivals.
The added flavors are part of BeatBox’s go-big strategy for 2025 that includes a $38 million investment in marketing. BeatBox will triple the size of its marketing team in 2025 compared to 2022, with 60 members, including 10 new field marketing team members.
The company will also increase its festival and live event presence in 2025, with plans to be a part of more than 300 of each. Francis noted that 77% of festival goers are likely to purchase BeatBox after festivals featuring the brand.
Look for more coverage of BeatBox’s first national sales meeting in the coming days, including the goal of building a “flavor wall” at off-premise retailers.