Former New Belgium CEO joins new beverage company Beyoncé invested in

The former head of Colorado’s largest brewery has been drinkin’ — watermelon.

Former New Belgium Brewing Co. CEO Christine Perich. (Courtesy of New Belgium Brewing CO.)
Former New Belgium Brewing Co. CEO Christine Perich. (Courtesy of New Belgium Brewing CO.)
Former New Belgium Brewing Co. CEO Christine Perich. (Courtesy of New Belgium Brewing CO.)

The former head of Colorado’s largest brewery has been drinkin’ — watermelon.

Wtrmln Wtr (Courtesy of WTRMLN WTR)
Wtrmln Wtr (Courtesy of WTRMLN WTR)

Christine Perich was with New Belgium Brewing Co. for more than 15 years, including about a year as CEO, before taking the lead of Wtrmln Wtr last month. The New York-based startup has raised more than $3 million in capital from investors including Beyoncé.

Perich’s departure from New Belgium, one of the largest craft breweries in the country, came as a surprise to the brewery’s co-founder Kim Jordan. Perich declined an interview request with Denverite on Monday. In October, she told the Fort Collins Coloradoan she looks forward to “new adventures.”

Those new adventures include leading a startup that takes the millions of pounds of unused waste watermelons in the United States and turns them into cold-pressed, non-alcoholic juices.

“Wtrmln Wtr has all the ingredients for a strong future,” Perich said in a statement. “I couldn’t be more excited about the potential of this brand, company and mission.”

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

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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.