Drink Up! NY20 Is Now The Official Water Of Everything Jay Z

July 31, 2014  |  

Forget all the divorce rumors, Jay Z’s mind seems to be on business. The hip hop mogul is entering the water business. He has made a deal with high-end, New York-based water company NY20. They will now be the official water for Sean Carter and all Roc Nation-affiliated ventures, concerts, showcases, etc. It will also be the water sold at Jay’s 40/40 Clubs.

According to its website, NY20 is America’s premium water from the mountains of the Catskills Natural Preserve. It is part of the New Dutch Water Corp. And it’s not cheap. A 36 pack of 11-ounce bottles of NY20 American Premium Water goes for $41.36 online. You can already get NY2O at a range of supermarkets, high-end night clubs, restaurants and specialty stores throughout the greater New York metropolitan area, the entire East Coast from Maine to Florida, select Midwest states, and the West Coast, including Arizona, California, Nevada, Oregon and Washington, reports MP3 Waxx.

In a press release (via The Grio), NY20 President Elias Slubski suggested that the company’s Roc Nation collaboration could “thrust American premium bottled water onto a beverage marketing platform that is higher than New York’s Empire State Building.”

Jay Z isn’t the first hip-hop artist to venture into bottled H2O. Last year, Diddy partnered with actor Mark Walhberg to create the performance water AquaHydrate.

Bottled water is a growing and big business. Many celebrities have been in the arena for years. Actress Jennifer Aniston invested in and has been the spokesperson for Smart Water since 2007.  By the end of this decade, sales of bottled water are predicted to surpass those of carbonated soft drinks, Michael C. Bellas, chief executive of the Beverage Marketing Corporation, told The New York Times.

According to Statistic Brain, $11.8 billion is spent in the U.S. alone on bottled water. Globally, bottled water rakes in $60 billion.

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