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Hydro Flask and Universal Music Group Partner to Promote Reusable Drinkware in Music Spaces

ENTERTAINMENT

6/5/20262 min read

Hydro Flask and Universal Music Group's global collaboration will unfold throughout the year with activations and events featuring Gigi Perez, Sekou, and more. Sekou Photo Credit: Rio Romaine; Gigi Perez Photo Credit: Pauline Bonnke.

Hydro Flask, an award-winning leader in high-performance insulated products, and Universal Music Group, the world leader in music-based entertainment, announced a new global partnership to encourage the reduction of single-use beverage waste within the music industry. Built as 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 natural environments that inspire creativity.

Studio Integration and Infrastructure Model

To reduce reliance on single-use plastics, Hydro Flask will partner across UMG's global studio network including Abbey Road Studios, Chelsea Studios Los Angeles, Chelsea Studios New York City, East Iris, and Capitol Studios, installing hydration stations and reusable solutions to promote habit change. At Abbey Road Studios, where Hydro Flask will present as the official Sustainable Drinkware Partner through 2027, this effort will serve as flagship model for sustainable hydration, with learnings that can scale across UMG's studio and office footprint worldwide.

The initiative complements Abbey Road's existing sustainability strategy, which includes energy-efficiency measures, renewable energy purchase, supplier sustainability requirements, and removal of single-use bottles from restaurant and studio control rooms. The partnership demonstrates how consumer goods brands can integrate into institutional operations through infrastructure investment rather than purely marketing-driven activation.

Waste Reduction Goals and Environmental Impact

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 potential to cut studio beverage container waste by up to 80 percent. These initiatives point to larger opportunity across studios where typical space may average use of up to 500 plastic water bottles per month, representing significant waste reduction opportunity through behavioral infrastructure changes.

Writing Camp Integration and Artist Collaboration

As extension of studio integration, Hydro Flask will serve as title sponsor of writing camps organized by Universal Music Publishing's Global Creative Group. These international camps bring together artists, producers, and songwriters to develop new material, placing Hydro Flask alongside collaborative creative process itself and reinforcing role in supporting music spaces. The positioning embeds brand into content creation workflows rather than external sponsorship positioning.

Fan Product Strategy and Exclusive Merchandise

To welcome music fans into experience, Hydro Flask and UMG will release range of exclusive products including studio-inspired designs through HydroFlask.com; artist-inspired limited edition products beginning with Gigi Perez and Sekou; additional artist drops powered by Bravado and Famehouse, UMG's licensing and brand management divisions; and surprise artist-driven drops throughout year. MyHydro Takeovers will allow fans to create personalized products inspired by participating artists, with custom offerings available at Abbey Road Shop and online in United States and United Kingdom.

Organizational Alignment and Sustainability Vision

"This partnership reflects shared commitment to reducing environmental impact within 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 real and practical way. When environmental responsibility is built into spaces where music is made, artists can stay focused on creating while knowing their choices are helping protect planet."

About Universal Music Group and Hydro Flask

Universal Music Group shapes culture through power of artistry as world leader in music-based entertainment. Hydro Flask, founded in 2009, is leader in award-winning double-wall insulated bottles, tumblers, mugs, and leakproof caps guided by mission "Cut Loose Single Use" dedicated to eliminating single-use plastics.

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