Two new energy drinks will go to market this month.
Marc Anthony’s Magnus Media is broadening its horizons. The company has announced a partnership with BELIV, a beverage company with a portfolio of 28 brands – including juices, carbonated drinks, water and energy drinks — and distributed in over 24 countries.
The first brands co-developed by the partnership are energy beverages. OCA is a plant-based drink powered by tapioca, an extract of the cassava root that delivers a boost and will come in three flavors: mango, berry acai and guava passionfruit. AZU is a sparkling drink that uses yerba mate, a natural caffeinated herb common in South America. It will come in pineapple and grapefruit flavors.
The two brands are congruent with Magnus’ roster of artists (which includes Anthony, Fonseca, Mau & Ricky and Gente de Zona) but also its stable of athletes. The company represents over 60 professional baseball players, including New York Yankees pitcher Aroldis Chapman and Toronto Blue Jays star Vladimir Guerrero Jr.
Beliv’s uniquely Latin DNA was key in formulating the deal, says Anthony.
“I’ve had the amazing opportunity to travel around Latin America for over three decades, discovering the unique flavors of each country,” the singer noted in a statement. “I’ve tasted amazing fruits, with incredible beneficial properties and I want to share that with the world. Partnering with companies like Beliv, allows us to continue to share our beautiful culture in many different ways.”
Founded by Anthony with talent agent Michel Vega in 2015, Magnus’ operations include management, music publishing, digital and video creation, TV production, a music label, a sports division and a talent agency. This new partnership will be supervised by Magnus COO Felipe Pimiento and by Beliv CEO Carlos Sluman. Gabriela Ramirez will be the head of the venture for both companies.
The new beverages, which have already been developed, will be available this year via e-commerce and retail and are found in specialty chains in California beginning this month.
“This was a natural fit for us as our founder and clients have been essential in promoting Latin Culture around the globe,” said Pimiento. “With the OCA and AZU experience under the venture, we are looking forward to make our mark in the energy drink market.”
“Our companies stand and believe in the transcendence of the Latin culture and now, we are able to offer infinite flavors and ingredients to the world,” adds Sluman, who launched his company in 2009. “We think of Magnus as the perfect complementary team.”