Bai has got a new groove.
The coffeefruit-infused beverage brand today announced that singer and actor Justin Timberlake has joined the company as both an investor and as its first “Chief Flavor Officer.”
“I’ve been a fan of Bai for a long time and when I met Ben and his team, it became clear that I should be involved with this brand,” said Timberlake in a press release. “As a father and someone who is cautious about what my family and I consume, I love what Bai stands for. This partnership was created from a shared desire to help people put better ingredients in their bodies without sacrificing taste.”
“As an actor, businessman and a father, Justin embodies the core values of Bai,” said Ben Weiss, CEO and Founder of Bai, in a press release. “We are thrilled to have Justin join us in our mission to change the way the world drinks.”
Speaking with BevNET at the NACS 2016 show in Atlanta, Alana Radmin, Vice President of Communications for Bai, said the partnership came together over several months, after Timberlaker, a multiple Grammy winner, met Weiss through a mutual friend who is also an investor.
Radmin added that Timberlake, 35, represents Bai’s core demographic of older millennials.
“Justin is a consumer and a fan of Bai, he’s part of our core demographic, and he’s one of the most creative people in entertainment,” said Radmin.
Radmin said Timberlake would be involved in several areas of the brand, including flavor innovation, marketing campaigns and digital content. She said Timberlake had visited the company’s headquarters and is involved in Bai’s “internal culture.”
Timberlake had previously partnered with spirits brand Beam Suntory Inc. in 2014 to launch a premium tequila line called Sauza 901.
Founded in 2009, Bai produces multiple product lines with a shared focus on natural low calorie antioxidant and fruit-infused beverages, including Bai, Bai Bubbles and Antiwater. It is distributed through the Dr Pepper Snapple Group. Actor and model Ashton Kutcher is also an investor in the brand.
The news comes amid reports that Bai is exploring sale of the company valued at $2 billion.