Cole Swindell takes equity stake in Free Bird spring water
What's the deal? Country music star Cole Swindell has taken an equity stake in Free Bird Southern Spring WaterDealroom has a profile for this one. Try Dealroom → and joined as its lead brand ambassador, the company said in August. Founded by Jay Williams, Free Bird sources its water from Georgia's Blue Ridge Mountains.
What does it do? Free Bird packages still and sparkling water in recyclable aluminium cans, pitching consumers the feel of "cracking open a cold drink" at tailgates and concerts without the alcohol. The brand sells in more than 2,500 retail locations across the Southeast, including WalmartDealroom has a profile for this one. Try Dealroom →, Food CityDealroom has a profile for this one. Try Dealroom →, and Harris TeeterDealroom has a profile for this one. Try Dealroom →.
Why now? The deal lands during a busy stretch for the Georgia-born singer. He recently released the track "Bronco" and the radio single "Girl Dad," and earlier this year partnered with Walk-OnDealroom has a profile for this one. Try Dealroom →'s on a restaurant and entertainment venue in Nashville's Broadway district.
Why it matters: For Swindell, an ownership stake reflects a shift among musicians toward equity over standard promotional deals. For Free Bird, a country headliner brings cultural credibility with outdoor, tailgate, and festival audiences across the American South.
The signal: Artist-backed lifestyle brands are multiplying — pop singer Benson Boone joined CaliwaterDealroom has a profile for this one. Try Dealroom → as investor and ambassador this year. As non-alcoholic canned drinks and sustainable packaging gain retail momentum, celebrity equity is becoming the currency of choice for building customer loyalty on store shelves.
Read more: bookingagentinfo.com
Image credit: mypubliclands
