UNITED STATES - Much to my delight, Beyoncé has graced me with yet another reason to talk about her involvement with the produce industry. While last week, the artist and entrepreneur invested in produce-based startup, WTRMLN WTR, it seems that Beyoncé inadvertently got herself involved in another category—lemonade.
When Beyoncé released her visual album “Lemonade” at the end of April, consumers were bombarded by a slew of reviews, articles, and gossip, but they were also bombarded by thirst. It seems, by just merely uttering the title, “Lemonade,” Beyoncé suddenly motivated hundreds to go out and quench their cravings with the refreshing, citrus-filled beverage.
The Huffington Post spoke with Natalie Sexton, Director of Marketing at Natalie’s Orchid Island Juice Company and fresh juice industry expert, who said that since Queen Bey’s album was released, the company has doubled its sales of natural lemonade, lemonade tea, and strawberry lemonade.
“People are drinking lemonade and posting pictures with #Beyoncé,” Sexton explained to the website. “You can’t drink lemonade these days without thinking of her.”
HuffPo also rounded up Matt McLean, CEO of Uncle Matt’s Juice, to comment on the recent Bey-inspired boost in business. “Sales are increasing,” he told the source. “We’re up about 20 percent. I don’t know if that’s due to Beyoncé or the heat. Maybe it’s Beyoncé.”
As reported by Market Watch, lemonade sales have been less-than-stellar since 2004, falling about 24 percent due to consumer awareness about overly sweetened drinks. But Matt Barry, a researcher at Euromonitor International, says the star may just have the power to bring the industry back into the spotlight. “Beyoncé has done it before, and she could do it again,“ he’s quoted as saying.
As I think fondly on the lemonade that’s currently occupying my refrigerator and my iTunes library, I can’t help but think Barry may be on to something with that theory.