Beyonce Goes From Lemonade to Watermelons With Juice Investment
- Entertainer joins Oprah as more celebrity endorsers buy stakes
- Deal adds to singer's wellness-focused business portfolio
Beyonce arrives for the Costume Institute Benefit at the Metropolitan Museum of Art in New York, on May 2, 2016.
Photographer: Timothy A. Clary/AFP via Getty ImagesThis article is for subscribers only.
Beyonce, fresh off one of the most elaborate record promotions in music history, is investing in a three-year-old startup that sells watermelon water, becoming the latest celebrity to take a more entrepreneurial approach to endorsements.
The entertainer on Tuesday announced an investment in World Waters LLC, which produces a sports drink made with watermelon juice processed at high pressure. The deal adds to Beyonce’s wellness-focused business portfolio, which also includes athletic-apparel line Ivy Park and an investment in 22 Days Nutrition, a vegan-diet kit.