Beyoncé backed beverage company Wtrmln Wtr to relocate to Denver

The former head of New Belgium Brewing Co. and current CEO of WTRMLN WTR, Christine Perich. (Courtesy of WTRMLN WTR)
The former head of New Belgium Brewing Co. and current CEO of WTRMLN WTR, Christine Perich. (Courtesy of WTRMLN WTR)
The former head of New Belgium Brewing Co. and current CEO of WTRMLN WTR, Christine Perich. (Courtesy of WTRMLN WTR)

A New York beverage startup is planning to pack up everything it owns in a box (to the left) and relocate to Denver.

Wtrmln Wtr announced earlier this month it’s moving its headquarters to an office in RiNo this fall. The rapidly growing beverage company is led by the former head of Colorado-based New Belgium Brewing Co. and has Beyoncé’s backing.

“As a Colorado native, I am proud to create a home here for Wtrmln Wtr, as we balance our mission with continued growth, geographic expansion and forthcoming cross-category innovation”, said Christine Perich, Wtrmln Wtr CEO in a statement.

Perich was with New Belgium for more than 15 years, including about a year as CEO, before taking the lead of Wtrmln Wtr in January. Entrepreneurs Jody Levy and Harlan Berger founded the company in 2013 to take the millions of pounds of unused waste watermelons in the United States and turn them into cold-pressed, non-alcoholic juices. The juices are currently sold in more than 10,000 stores, according to the company.

“Denver offers a wonderful balance of athletic lifestyle and entrepreneurship, which perfectly suits our brand, culture, and mission,” Perich said.

Wtrmln Wtr has not yet found exactly where it’s going to roll into RiNo. It’s looking for an office to house 30 to 40 employees, some of whom will be hired in Colorado, said Michelle Gabe, a spokeswoman on behalf of the company.

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Business & data reporter Adrian D. Garcia can be reached via email at agarcia@denverite.com or @adriandgarcia on Twitter

Adrian D. Garcia

Author: Adrian D. Garcia

Adrian D. Garcia is on business and trends for Denverite, serves as treasurer for the Colorado chapter of the Society of Professional Journalists and on the board of the Denver Press Club. He can be reached at agarcia@denverite.com.