Constellation Brands has announced it acquired a minority stake in US beverage brand Karma Wellness Water.
The deal, which took place in July 2019, marks the first investment by the company’s Constellation Ventures unit in a non-alcoholic brand.
Constellation and Karma have now collaborated to launch a new marketing campaign to optimise the potential of the Karma brand and its patented cap technology.
The Karma Push Cap was introduced in 2011 as the breakthrough component of Karma Wellness Water, a nutrient-enhanced beverage that delivers vitamins and probiotics when the consumer infuses the additives moments before consumption.
Called Believe in Karma, the marketing campaign includes new packaging and a revamped advertising campaign. The updated look aims to better leverage the cap and associated consumer benefits.
“Constellation Ventures collaborates with people and brands to drive innovation and transform the future of the industry together,” said Jennifer Evans, vice president, Constellation Ventures.
“As consumers trend toward healthier, more mindful lifestyles, it’s been exciting to work with Karma Wellness Water over the past six months on products and technologies that are reaching to fulfil those desires.
“These types of investments, along with innovation and insights, ensure we are at the forefront of an evolving beverage industry.”
Last month, Constellation Brands acquired a minority stake in Press Premium Alcohol Seltzer through its Focus on Female Founders programme.
© FoodBev Media Ltd 2020