The beverage industry has recently seen a new partnership between basketball legend Shaquille O’Neal and BeatBox Beverages, a brand known for its high alcohol content RTD cocktails. The collaboration has resulted in the launch of a new flavor, Blueberry Lemonade, with an alcohol-by-volume content of 11.1%.
Celebrities like Shaq are increasingly looking to diversify their business ventures by entering the beverage category, particularly in the cocktail space which lacks a dominant player. BeatBox Beverages gained recognition in 2014 after appearing on Shark Tank and has since offered a range of flavors in TetraPak cartons with unique, cartoon designs.
In addition to his investment in BeatBox Beverages, Shaq has also ventured into other food and beverage projects, such as partnering with Hershey on Shaq-A-Licious XL Gummies. Shaq expressed his excitement about the partnership with BeatBox, highlighting the brand’s spirit of fun and boldness.
The trend of celebrities entering the ready-to-drink cocktail market is on the rise, with personalities like Kylie Jenner and Snoop Dogg launching their own beverage products. The market for RTD cocktails is expected to grow significantly, with a projected compound annual growth rate of 15.4% through 2030 according to Grand View Research.
Overall, the collaboration between Shaquille O’Neal and BeatBox Beverages represents a strategic move in the evolving beverage industry, where celebrities are leveraging their influence to capitalize on the growing demand for innovative and exciting drink options.
