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Single-use beverages feel ubiquitous in the music world, but Hydro Flask and Universal Music Group (UMG) are looking to change that.
The reusable drinkware brand and the music corporation announced a global partnership aimed at reducing single-use beverage waste across music spaces. To kick off the partnership, Hydro Flask will bring its best-selling products to some of the iconic music studios in UMG’s global network, including Abbey Road Studios, Chelsea Studios Los Angeles, Chelsea Studios New York City, East Iris, and Capitol Studios. That means Hydro Flasks are about to become the go-to for many of our favorite artists while they write and record new music.
Hydro Flask and UMG will also invite fans to experience the partnership with some exclusive products, starting with Hydro Flask collaborations by Gigi Perez and Sekou. A special event to mark the partnership launch was held at Abbey Road Studios, featuring a performance by Sekou. Future artist-driven products will be available to shop at HydroFlask.com.
UMG says the partnership will aim to eliminate over 10,000 single-use drinks in the first year by distributing more than 2,000 reusable bottles and reducing studio beverage container waste by up to 80%.
Hydro Flask’s involvement extends beyond the studio through a partnership with Universal Music Publishing Group’s Global Creative Group, serving as the title sponsor of select songwriting and creative camps. Led by UMPG’s international A&R teams, these sessions bring together artists, producers, and songwriters from around the world to collaborate on new music and creative projects. By supporting these gatherings, Hydro Flask becomes part of the environments where ideas are exchanged, songs are developed, and reinforces its role in supporting music spaces.
“By bringing reusable products and refill solutions directly into our studios, Hydro Flask is helping reduce waste in a real and practical way,” said Naomi McMahon, Executive Vice President of Global Marketing & Partnerships, UMG For Brands, in a statement. “When environmental responsibility is built into the spaces where music is made, artists can stay focused on creating while knowing their choices are helping protect the planet.”
“Our partnership with Universal Music Group brings our mission to life in a space where culture is created and shared with the world,” adds Hydro Flask President Larry Witt. “By making reusable bottles and refill solutions part of the music ecosystem, we’re fueling the creative process, empowering artists to create with intention while reducing single-use waste.”
