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Ballin’: Juicy J’s Investment Pays Off As Core Hydration Water Company Gets Acquired For $525M

Ballin’: Juicy J’s Investment Pays Off As Core Hydration Water Company Gets Acquired For $525M

Written by Ann Brown

Dec 07, 2018

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Three years ago rapper Juicy J made a smart money move. He invested in a water company called Core Hydration in 2015. He invested along with other celebrities such as Diplo, Katy Perry, Max Martin and Becky G.  Now that investment has paid off big time. Core Nutrition Water has been acquired by corporate giant Keurig Dr. Pepper for a whopping $525 million.

Juicy J posted the news on Instagram, saying the investment was “the best investment” he had ever made, according to Hot New Hip Hop. Juicy Ja is one of a number of hip-hop artists who have invested in startups. 


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“Wholesale sales for CORE were between $70 and $80 million, according to a source close to the deal; retail sales were close to $200 million according to the brand. According to the announcement, KDP expects to realize $90 million in tax benefits in the deal,” BevNet reported.

Serial beverage entrepreneur Lance Collins started CORE in 2015. He had already had success with starting brands like Fuze and Body Armor, in partnership with music producer Lukasz “Dr. Luke” Gottwald. Besides the celebrity backers, CORE also benefited from an early investment by L.A. Libations, which is partially owned by Coke, and retailer 7-Eleven. CORE raised nearly $40 million in 2017.

Juicy J
Juicy J performs during the tribute event Mac Miller: A Celebration of Life on Wednesday, Oct. 31, 2018, at the Greek Theatre in Los Angeles. (Photo by Amy Harris/Invision/AP)

 

Juicy J is also riding high from other good news. He teased on Instagram in Nov. that he may be joining Columbia Records. “I just wanna thank @columbiarecords for considering me for President/CEO,” he wrote. “I’m Bout to Bring something new to this Game.”

“I just wanna thank @columbiarecords for considering me for President/CEO,” he wrote. “I’m Bout to Bring something new to this Game.”

The Memphis-born rapper was a founding member of the Southern hip-hop crew Three 6 Mafia, formed in 1991. He is also a solo artist. He is a part-owner and A&R rep for Wiz Khalifa’s Taylor Gang Records.  In 2002, Three 6 Mafia became the first hip-hop group to win an Academy Award for Best Original Song, as well as the first hip-hop group to perform at the ceremony.

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