Victor, N.Y.-based Constellation Brands and Pittsford, N.Y.-based Karma Wellness Water, Constellation Ventures’ first minority investment in a non-alcohol brand, have collaborated to launch a new marketing campaign to optimize the potential of the Karma beverage brand and its patented cap technology.

The Karma Push Cap was introduced in 2011 as the breakthrough component of Karma Wellness Water, a natural and nutrient-enhanced beverage promoting wellness by delivering vitamins and probiotics when the consumer infuses the additives just moments before consumption.

The marketing campaign, titled Believe in Karma, includes new packaging and a revamped advertising campaign. Karma’s fresh look better leverages the distinctive cap and the associated consumer benefits. Expanded consumer awareness will come from a digital media campaign with an emphasis on social media, the company says. The campaign focuses on nutrients in other premixed drinks deteriorating over time, but Karma’s patented, protective push cap (made of recyclable and FDA compliant material) guarantees that the ingredients are delivered at peak potency and are never compromised, it adds.

“Constellation Ventures collaborates with people and brands to drive innovation and transform the future of the industry together,” said Jennifer Evans, vice president for Constellation Ventures, in a statement. “As consumers trend toward healthier, more mindful lifestyles, it’s been exciting to work with Karma Wellness Water over the past six months on products and technologies that are reaching to fulfill those desires. These types of investments, along with innovation and insights, ensure we are at the forefront of an evolving beverage industry.”

Constellation Ventures acquired a minority stake in Karma Wellness Water in July 2019. Terms of the transaction were not disclosed.