Constellation Brands has obtained a minority ownership stake in Karma Culture LLC, the creators of Karma Wellness Water. The deal marks Constellation’s first investment in a non-alcoholic beverage brand. Details of the deal were not disclosed to the public.
The newly announced partnership, which was actually formalized in July 2019, will allow Karma to focus on its quality, innovation, marketing, sales, and expand its retail footprint.
Karma recently released new packaging for its vitamin and probiotic beverage lines. The new packaging will be supported by a marketing campaign that will include digital, social media, and public relations efforts.
Source: Bevnet, February 2020