Shaq invests in RTD cocktail brand BeatBox Beverages

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Dive Brief:

• Shaquille O’Neal announced an investment in BeatBox Beverages, a brand of RTD cocktails known for their high alcohol content. Financial terms of the deal were not announced.
• The brand also launched a new flavor in collaboration with the star athlete, Blueberry Lemonade, containing 11.1% alcohol-by-volume.
• Celebrities looking to diversify their business endeavors are turning to the beverage category to launch or partner on new products, particularly in the cocktail space that isn't dominated by any one player.

Dive Insight:

BeatBox first gained attention in 2014 after appearing on Shark Tank, making a splash in the crowded RTD category for its wine-based “party punch.”

BeatBox sells a variety of flavors from Orange Blast to Cherry Limeade to Cranberry Dreams. Each drink is sold in TetraPak cartons with zany, cartoon designs, compared to other alcoholic beverages packaged in more standard bottles or cans. Their drinks are sold at stores like Walmart, Kroger and Total Wine & More.

Best known as one of the NBA’s greatest players, Shaq has expanded into acting, DJing and brand licensing. In the food and beverage industry, the basketball star partnered with Hershey on Shaq-A-Licious XL Gummies, which debuted ahead of Halloween last year.

“When I first came across BeatBox, I saw a brand with that same spirit of fun and boldness that's really taking over the category,” Shaq said in a statement.

Celebrities have taken advantage of the growth in ready-to-drink cocktails as a revenue stream. “Kardashians” star Kylie Jenner launched Sprinter vodka sodas last year. Rap artist Snoop Dogg, who has debuted a large variety of products in recent years, entered canned alcohol last year with Gin & Juice, in collaboration with Dr. Dre.

The market for RTD cocktails was valued at $3.2 billion in 2024, and is projected to increase at a compound annual growth rate of 15.4% through 2030, according to Grand View Research.