Saratoga Spring Water once again graced the red carpet Sunday night after returning as the official water sponsor of the Golden Globes.
Guests at one of Hollywood's most glamorous events enjoyed their refreshments with color and style, with bottles of Saratoga at the ready on each table in the ballroom.
Later in the night, the brand was also present at an exclusive viewing party and an after-party to bring the signature Saratoga Supper Club experience, further maximizing brand visibility.
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In a press release, CMO Kheri Tillman of Saratoga parent company Primo Brands highlighted how the water brand is the perfect companion to a night celebrating creativity and inspiration:
"The Golden Globes allows us to connect meaningfully with connoisseurs during this amazing cultural moment of style and elevated living, with our iconic Saratoga Signature Blue bottle which is the tasteful complement to every occasion."
Sponsoring the Golden Globes is only the first of many events and partnerships in the world of design and culture that the brand has lined up for the coming year.
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Becoming the official water of a world-class awards show is a major move from a brand that requires a large-scale advertising strategy.
It also demonstrates an ideal situation where experiential marketing meets a widely televised event broadcast to millions worldwide.
By aligning with prestigious events, businesses can enhance brand visibility, widen and engage with new audiences, and strengthen their market position.
Water for Stars
Founded in 1872, Saratoga is a leading water brand that aims to elevate every occasion.
Born in the Adirondacks of New York, the brand is best known for its easily identifiable packaging.
The distinct blue bottle has become a staple of the Golden Globes, spotted in the hands of celebrities like "Wicked" stars Ariana Grande and Cynthia Erivo.
POV: You're yapping with your bestie at the #GoldenGlobespic.twitter.com/gLmdSUjs4D
— Golden Globes (@goldenglobes) January 6, 2025
Beverages have long been tied to major entertainment events, and water is no exception — although drink sponsorships are often fulfilled by beer, soda, or liquor brands.
In August of last year, Guinness launched a campaign to celebrate becoming the Official Beer of the Premier League.
Meanwhile, Tiger recently became the Official Beer of Manchester United in an effort to connect more deeply with its Asian fanbase.
