Atlanta, GA – March 2026 – FREE BIRD Southern Spring Water is now available at Han-Dee Hugo’s locations across North Carolina, marking a continued step forward in the brand’s Southeast retail expansion.
A family-owned convenience retailer with deep community roots and a strong neighborhood presence, Han-Dee Hugo’s represents a natural fit for FREE BIRD’s Southern identity and regional growth strategy.
“Han-Dee Hugo’s is exactly the kind of retailer we envisioned when we created FREE BIRD,” said Jay Williams, Founder of FREE BIRD. “It’s a brand built around community, and being on shelf in stores that serve neighborhoods across North Carolina means a lot to us.”
FREE BIRD offers Still and Sparkling Southern Spring Water sourced exclusively from Georgia’s Blue Ridge Mountains and packaged in recyclable aluminum cans in both 19.2oz and 12oz formats.
“At Han-Dee Hugo’s, we’re always looking for brands that connect with our customers and reflect the communities we serve,” said Daniel Scott, Director of Marketing. “FREE BIRD brings strong regional identity and a differentiated presence to our beverage assortment.”
The Han-Dee Hugo’s launch further strengthens FREE BIRD’s growing presence within the Southeast convenience channel, complementing its expanding retail footprint across Georgia, Alabama, Florida, and other regional markets. “North Carolina is an important market for us,” said Eddie Pearson, President and Chief Growth Officer of FREE BIRD. “Han-Dee Hugo’s is exactly the kind of retail partner we look to grow alongside as we expand our presence across the Southeast.”
The launch will be supported by targeted regional activations and spring marketing initiatives designed to drive awareness, trial, and sustained retail velocity, including the brand’s ongoing partnership with Joe Gibbs Racing during the 2026 NASCAR Cup Series season. NASCAR driver Chase Briscoe will carry the brand as the primary partner on the No. 19 Joe Gibbs Racing Toyota Camry in three NASCAR Cup Series races, helping introduce FREE BIRD to race fans and retail consumers across the Southeast.
About FREE BIRD
FREE BIRD Southern Spring Water was created to celebrate America and the values that bring us together.
At its core, FREE BIRD is about living freely and staying true to your roots. Whether you’re enjoying a backyard barbecue, heading to a job site, or taking a moment to recharge, FREE BIRD is there to refresh and remind you of the things that matter most.
To learn more about the brand and its mission, visit drinkfreebird.com or follow us on social media @drinkfreebird.
FREE BIRD—Pull up a chair and stay awhile. Cheers, y’all.
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