NBA star Shaquille O’Neal has thrown his name into the ready-to-drink (RTD) hat after investing in Beatbox Beverages.
O'Neal
Shaquille ONeal’s Blueberry Lemonade expression has an ABV of 11.1%
O’Neal has invested an undisclosed sum into the brand.
He said: “I’ve always been about trying to create unforgettable experiences – whether it’s on the court, DJing, or through my business ventures. When I first came across BeatBox, I saw a brand with that same spirit of fun and boldness that’s really taking over the category.
“Partnering with BeatBox felt like a perfect fit, and I’m excited to bring our new Blueberry Lemonade flavour to the table. It’s just the right mix of bold, vibrant flavours, and I’m excited for people to try it out.”
BeatBox RTDs have an ABV of 11.1% and are low in sugar and gluten free.
The new Blueberry Lemonade flavour has been created with O’Neil for the partnership. It is described as a ‘bold, boozy twist on the classic blueberry lemonade’.
The RTD’s design also pays homage to O’Neal’s music moniker, DJ Diesel, and features doodles of lemons, lightning bolts, blueberries and a DJ turntable.
On bringing O’Neal into the fold, Brad Schultz, co-founder and CMO at BeatBox, said the LA Lakers legend is “everything BeatBox stands for as a company”.
He continued: “At our core, we both care deeply about bringing people together and creating fun and memorable moments. From the start, Shaq recognised that BeatBox is more than a drink – it’s a party movement.
“His passion for music, sports, entertainment and live events make this partnership a perfect fit, and together, we’ve crafted a bold flavour that embodies the excitement and energy of our brand and fans.”
Available in a 500ml format, ONeal’s BeatBox Blueberry Lemonade will be available nationwide at Spec’s, Total Wine & More, and other liquor stores, as well as grocers such as Walmart, Kroger and H-E-B, and convenience stores such as 7-Eleven and Circle K.
Zech Francis, BeatBox’s senior vice president (SVP) global brand marketing, added that ONeal was “not just an icon – he’s a powerhouse entrepreneur and entertainer with incredible influence and a deep connection to fans”.
“This collaboration is set to drive major sales growth, further cementing BeatBox as a dominant force in the RTD category,” Francis said.
O’Neal isn’t the only famous face that’s partnered with BeatBox before. Canadian singer Avril Lavigne did the same in 2023 when she launched a Pink Lemonade cocktail with the brand.
According to IWSR Drinks Market Analysis, the US market is poised to drive RTD growth in future years with spirits-based variants expected to rise by a CAGR of 6% between 2023 to 2028.
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