If you were wondering why your local Topshop has been giving something called WTRMLN WTR away with purchase of Ivy Park products, the answer came today with the announcement that Beyoncé is now invested in the three-year-old company. WTRMELN WTR, a delicious and refreshing cold-pressed watermelon juice beverage that is sure to be the drink of the summer, is also sustainably resourced—the juice is cold-pressed from unused, imperfect watermelons that would otherwise be discarded for aesthetic reasons. The company’s sustainable angle was one of the reasons Bey invested, along with the fact that the company was founded by a woman and, of course, that watermelon juice is an incredibly healthy way to hydrate.
In a statement, the mogul said, “I invested in WTRMLN WTR because it’s the future of clean, natural hydration; as partners, we share a simple mission to deliver accessible wellness to the world. This is more than an investment in a brand, it’s an investment in female leaders, fitness, American farmers, and the health of people and our planet.”
In what is allegedly just an amazing coincidence, Beyoncé sang about drinking watermelons before she even tasted WTRMLN WTR. In “Drunk In Love,” she sings, “I’ve been drinking, watermelon.” After hearing the hit, co-founder Jody Levy sent Bey a case of her product. The rest, as they say, is (beyverage) history.