Hydro Flask® and Universal Music Group Partner to Promote Reusable Drinkware in Music Spaces
Hydro Flask and Universal Music Group (UMG) have announced a global partnership aimed at reducing single-use beverage waste within the music industry. The collaboration will initiate with a special event at Abbey Road Studios, featuring artists including Gigi Perez and Sekou, and will include various activations throughout the year.
The partnership will involve integrating reusable hydration solutions into UMG's global network of studios, songwriting sessions, and live events. The initiative seeks to create access to these solutions for artists, songwriters, producers, and fans, aligning with ongoing sustainability efforts in the music culture.
This collaboration follows several early integrations already in place during UMG's significant cultural moments this year, officially kicking off on June 1. The event at Abbey Road's Studio Two showcased Hydro Flask's collaboration with Sekou and introduced additional UMG talent.
To address the issue of single-use plastics, Hydro Flask will install hydration stations across UMG's studios, starting with Abbey Road Studios, where it will serve as the official Sustainable Drinkware Partner through 2027. The program aims to eliminate over 10,000 single-use drinks and distribute more than 2,000 reusable bottles within the first year, potentially reducing studio beverage container waste by up to 80%.
In addition to studio integrations, Hydro Flask will sponsor writing camps organized by Universal Music Publishing's Global Creative Group, promoting collaboration among artists, producers, and songwriters. The partnership will also result in exclusive products for music fans, including limited edition designs and personalized items inspired by participating artists.
Both companies have expressed their commitment to environmental responsibility within creative spaces. Naomi McMahon, Executive Vice President of Global Marketing & Partnerships at UMG, and Hydro Flask's President Larry Witt discussed how this partnership fosters a culture of sustainability that empowers artists while supporting the planet.