Just in time for Summer, BeatBox just made the party bigger.
What happens when the biggest party punch meets the biggest man in business (literally)?
BeatBox is turning up the fun once again with their newest party-ready collaboration.
NBA legend and savvy entrepreneur Shaquille “Shaq” O’Neal has joined the company as both an investor and co-creator of an exclusive Blueberry Lemonade flavor.
Just in time for Summer, BeatBox is launching a three-flavor Lemonade line extension crafted to deliver some serious refreshment with a party-ready kick.
The new lineup includes Lemon Squeeze, Watermelon Lemonade, and the bold, berry-forward Blueberry Lemonade, a flavor co-developed by Shaq himself. Each flavor is packaged in BeatBox’s signature & visually-captivating 500ml resealable Tetra Pak carton, with a potent 11.1% ABV, low sugar, and gluten-free, shelf-stable formula that’s built for any party occasion.
This collaboration underscores that O’Neal is far more than a spokesperson, he’s a hands-on stakeholder, and the partnership signals how seriously BeatBox is investing in culture-shaping collaborations to accelerate growth.
“From the start, Shaq recognized that BeatBox is more than a drink—it’s a party movement,” said Brad Schultz, BeatBox co-founder and CMO.
O’Neal echoed the sentiment: “I’ve always been about creating unforgettable experiences. When I first came across BeatBox, I saw a brand with that same spirit of fun and boldness that’s really taking over the category.”
“From day one, it was clear this wasn’t your typical celebrity partnership—it was about creating something real for our fans,” said Zech Francis, Senior VP of Global Marketing. “As DJ Diesel, Shaq embodies the same bold energy and culture BeatBox was built on. This collaboration is authentic, high-impact, and primed to take the BeatBox party to a whole new level.”
Shaq describes his Blueberry Lemonade flavor as the “right mix of bold, vibrant flavors” and the perfect extension of his fun, larger-than-life personal brand.
A Smart Move in a Growing Category
The Lemonade lineup marks a strategic expansion for BeatBox’s portfolio of products, known for punchy, nostalgia-inspired flavors like Orange Blast, Blue Razzberry, and Fruit Punch.
Lemonade’s timeless appeal and versatility make it a natural fit for the growing RTD (ready-to-drink) category—especially among Gen Z and Millennial consumers who vs Baby Boomers are more likely to find “a sustainable brand”, “high alcohol content”, and “low sugar” more important when buying alcohol.*
Flavor-forward RTDs, particularly lemonade-flavored alcoholic beverages, have delivered $1.5B in sales since 2020 (1). With a high-ABV twist, familiar flavor profiles, and resealable packaging, the new Lemonade line positions BeatBox to capture more share in the spiked lemonade boom. Sold in single units and variety packs, these flavors meet both grab-and-go and group-friendly needs.
The lineup also aligns with BeatBox’s mission to reimagine classic drinks for modern drinkers. BeatBox is currently the #7 RTD category lemonade brand with just one SKU (Pink Lemonade).
Lemon’s Squeeze delivers tart-sweet nostalgia with a rebellious twist, Watermelon Lemonade offers picnic-perfect freshness, and Shaq’s Blueberry Lemonade delivers a bold berry punch designed to stand out on shelf—and at the party.
O’Neal’s global fan base and “DJ Diesel” persona bring fresh energy to BeatBox’s high-octane festival presence, while also expanding its reach across sports, music, and entertainment audiences.
Backed by Momentum
BeatBox’s growth has been nothing short of a phenomenon. In 2022, the brand reported $40 million in revenue and expanded to over 45,000 retail doors. In a “blink-of-an-eye” year later, revenues topped $100 million, with more than 60 million units sold in 2023 alone, solidifying BeatBox as the fastest-growing single-serve wine product in the U.S. Distribution through Circle K, Kroger, 7-Eleven, and music festivals has built a loyal, grassroots following that continues to grow.
In 2024, they finished the year strong, reporting a revenue of $176 million and selling to over 100,000 retail outlets.
The secret sauce to success? Putting loyal fans they treat like festival headliners first, in everything they do.
With this momentum — and now, Shaq on board—BeatBox is poised to make an even bigger splash in the alcohol market.
A Party with Purpose
While having fun is the heart of BeatBox, the company is equally serious about its commitment to greener business practices. As of June 2023, BeatBox is proud to be B-Corp Certified, and has also achieved Plastic Neutral and Carbon Neutral status and placing it among a small, elite group of beverage companies with all three distinctions.
- Plastic Neutral: BeatBox has helped recover over 4.2 million pounds of plastic to date through its partnership with rePurpose Global These efforts also support the livelihoods of 130+ waste workers and have even funded air travel for 150 women waste workers in India, many of whom had never had the opportunity to venture out of their hometowns.
- Carbon Neutral: Through targeted carbon credit projects in Florida (where BeatBox’s orange wine is sourced) and Mexico, BeatBox has offset over 37,780 metric tons of emissions. Projects include clean cookstoves that protect the Monarch Butterfly Biosphere Reserve and reduce wood use by 60%, improving both environmental and human health outcomes.
- Packaging Innovation: BeatBox’s use of Tetra Pak cartons minimizes CO₂ emissions (~34g per carton), allows for recyclability (where available), and reduces transportation emissions through its lightweight, stackable design.
“Becoming a B Corp validates the work we’re doing,” Schultz shared. “It motivates us to go further, and connect with other brands pushing the industry forward.”
From strategic-partnerships fueling flavor innovation to planet-first packaging, BeatBox is proving that it is truly possible to party with purpose. Through BeatBox’s philanthropic arm, HeartBeat, they’ve donated over $585K to causes and organizations that align with the company’s mission to make a positive impact on people, communities, and the planet.
The new Lemonade line and partnership with Shaq are about more than what’s in the carton (although since launching these flavors are quickly becoming fan-favorites), it’s about making a larger, more inclusive, more sustainable impact on the alcohol industry.
So, are you ready to join the party movement?
Use the BeatBox Store Locator to find Lemon’s Squeeze, Watermelon Lemonade, and Shaq’s Blueberry Lemonade near you.
About BeatBox:
Founded in 2012, BeatBox has become one of the fastest-growing ready-to-drink alcohol brands in the U.S., known for its bold, nostalgia-inspired flavors and party-first approach to beverage innovation. First introduced to national audiences on Shark Tank, BeatBox is now available in all 50 states and more than 120,000 retail locations.
Sources:
1 Source for lemonade-flavored alcoholic beverages stat: Nielsen IQ Discover, Total US xAOC + Liquor Open State + Conv, Calendar Year 2020 Through Year To Date 12.7.24, Total Lemonade-Flavored Alcoholic Beverages
2 Source: Nielsen IQ Discover, Total US xAOC + Liquor Open State + Conv, L52W ending 12.7.24
*RTD (Ready To Drink) Category Defined As Flavored Malt Beverages/Hard Seltzers/Cider, Prepared (Spirits) Based Cocktails, and Wine Based Cocktails
3 Source: Morning Consult, Brand Health Tracking, U.S., Sept/Oct 2024 n= 5,250, Gen Z n=557, Millennials n=1776, Gen X n=1399, Baby Boomers n=1413; all differences are outside of the MOE.