Former NBA basketball player Shaquille O’Neal has collaborated with US-based Beatbox Beverages to launch a new ‘spiked’ RTD.
O’Neal, who has also made an unspecified investment in the drinks company, has overseen the release of a Blueberry Lemonade variant of the Beatbox brand at an ABV of 11.1%. The new product is on sale now in the US in a single 50cl pack as well as in a lemonade variety set with two other new flavours in Beatbox’s lemonade line; Watermelon Lemonade and Lemon Squeeze.
BeatBox Blueberry Lemonade will be available nationwide through Spec’s, Total Wine & More and other liquor stores, as well as multiple retailers Walmart, Kroger and H-E-B, and convenience stores including 7-Eleven and Circle K.
The RTD business was founded in 2013 and raised US$1m from investor Mark Cuban on the ‘Shark Tank’ television show one year later.
“Partnering with BeatBox felt like a perfect fit, and I’m excited to bring our new Blueberry Lemonade flavour to the table,” said O’Neal. “It’s just the right mix of bold, vibrant flavours, and I’m excited for people to try it out.”
Earlier this year, Jackson Family Wines partnered its Kendall-Jackson brand with artist Victor Solomon to design the labels for the National Basketball Association’s first co-branded wines.
