Avril Lavigne partners with RTD brand
Canadian singer Avril Lavigne has teamed up with ready-to-drink (RTD) brand BeatBox to launch a Pink Lemonade cocktail.
BeatBox’s partnership with Lavigne marks the latest collaboration in the brand’s wider ‘Creator Series’, in which the cocktail brand teams up with with globally recognised ‘tastemakers’ to create exclusive, uniquely designed flavours and packaging that are distributed through the brand's large retail network. Zech Francis, vice-president of global marketing, BeatBox, said: "From the moment Avril told our team how she drinks a BeatBox before every studio session we knew this was a perfect fit for our growing Creator Series. "Partnering with Avril is going to unlock even more exciting opportunities for BeatBox as one of the fastest-growing ready-to-drink cocktail brands in the US." The Pink Lemonade ‘Party Punch’ is offered at 11.1% ABV, and presented in a 500ml resealable ‘eco-friendly’ container. It is described as a ‘lemonade stand for adults’ and created with a fusion of 'tangy' lemons. The drink is non-carbonated and low in sugar. The Sk8er Boi singer commented: "The partnership with BeatBox felt right from the start — I have never come across a brand that was as committed to providing their fans with a truly memorable experience, specifically pegged to music, than the BeatBox team. "Every facet of the collaboration, down to my involvement with the design of the package itself, felt authentic and true to me. I am excited for people to see the new packaging, and let us know what you think." BeatBox Beverages was said to be one of the fastest-growing RTD brands of 2022, and its expressions are currently available in more than 45,000 retail locations in the US. The brand claims to be the fastest-growing alcoholic beverage brand on social media, and has reached more than six million customers at festivals and events to date, with in excess of 100 music festivals and events planned in 2023. "We are excited to bring this unique partnership to life in retail stores across the nation,” Francis added. “Introducing Avril's special edition packaging with our already popular Pink Lemonade flavour is an amazing opportunity to introduce BeatBox to Avril's 100-plus million fans." Last month, fellow popstar Katy Perry added a new rosé wine-inspired expression to her non-alcoholic RTD line.
