Hydro Flask® and Universal Music Group Partner to Promote Reusable Drinkware in Music Spaces
Hydro Flask® and Universal Music Group Partner to Promote Reusable Drinkware in Music Spaces |
| [02-June-2026] |
Hydro Flask will work across UMG's global network of studios, songwriting sessions, and events to encourage the reduction of single-use beverageware by integrating reusable hydration solutions Launching with a special event at the iconic Abbey Road Studios, the sustainability-focused global collaboration will unfold throughout the year with activations and events featuring Gigi Perez, Sekou, and additional surprise artists LOS ANGELES and LONDON, June 2, 2026 /PRNewswire/ -- Hydro Flask®, an award-winning leader in high-performance insulated products, and Universal Music Group (UMG), the world leader in music-based entertainment, today announce a new global partnership to encourage the reduction of single-use beverage waste within the music industry.
Built as a long-term creative collaboration — from songwriting sessions and recording studios to live events and artist experiences — Hydro Flask will support the artists, songwriters, producers and fans shaping culture by creating access to reusable hydration solutions that minimize impact on the natural environments that inspire creativity. By embedding in the spaces where creativity happens, the brand becomes part of the daily rhythm of music culture while providing a choice for reusable products. The announcement builds on a series of early integrations already woven into some of UMG's biggest cultural moments this year. This expanded collaboration officially launched on June 1 with a special event inside Abbey Road's iconic Studio Two in London. The evening spotlighted Hydro Flask's artist collaboration with singer and songwriter Sekou, while also introducing additional rising UMG talent. Sustainable Hydration Enters Studios In its first year, the UMG program aims to eliminate over 10,000 single-use drinks and distribute more than 2,000 reusable bottles across all studios, with the potential to cut studio beverage container waste by up to 80%. These initiatives point to a larger opportunity across studios, where a typical space may average use of up to 500 plastic water bottles per month. As an extension of this studio integration, Hydro Flask will also serve as the title sponsor of writing camps organized by Universal Music Publishing's Global Creative Group (UMPG). A team of A&R executives across key territories identifies and expands these global creative opportunities to UMPG's roster. These international camps bring together artists, producers, and songwriters to develop new material, placing Hydro Flask alongside the collaborative process itself and reinforcing its role in supporting music spaces. Music-Fueled Fan Products "This partnership reflects a shared commitment to reducing environmental impact within the everyday creative lives of artists and teams," said Naomi McMahon, Executive Vice President of Global Marketing & Partnerships, Universal Music Group For Brands. "By bringing reusable products and refill solutions directly into our studios, Hydro Flask is helping reduce waste in a real and practical way. When environmental responsibility is built into the spaces where music is made, artists can stay focused on creating while knowing their choices are helping protect the planet." Hydro Flask's President Larry Witt adds, "Our partnership with Universal Music Group brings our mission to life in a space where culture is created and shared with the world. By making reusable bottles and refill solutions part of the music ecosystem, we're fueling the creative process, empowering artists to create with intention while reducing single-use waste." "Artists are at the heart of everything we do at UMG, and the studio environments we create for them should reflect our values," said Dylan Siegler, SVP, Head of Sustainability at Universal Music Group. "This partnership helps embed our commitment to positive impact into the creative process." About Universal Music Group About Hydro Flask About Helen of Troy Limited Hydro Flask Media Contact
SOURCE Hydro Flask | ||
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