The News
StageWater, a premium canned water brand founded by live music professionals, has been named the official canned water of CMA Fest 2026 presented by SoFi. The company donates 15% of all profits to organizations supporting music industry workers. The partnership marks StageWater's largest deal to date, with the brand already appearing at over two dozen festivals and events.
StageWater’s partnership with CMA Fest shows how a niche premium brand can use a high‑profile festival to boost shelf visibility and advance social impact—insights operators and distributors should consider.
Born during the 2020 shutdown, StageWater was founded by tour veterans CEO Chris Thacker, sales officer Jay Ballinger, and marketing chief Zach Belcher. Their backstage experience translates into a bottled‑water brand that speaks directly to live‑music culture—a distinct identity in an otherwise crowded non‑alcohol market.
StageWater will be the sole water supplier at CMA Fest 2026, running June 4–7 and drawing roughly 95,000 attendees each day. The festival’s large audience creates a notable distribution window—about 380,000 people over four days.
Using an average U.S. festival water usage of 1.5 liters per person per day, StageWater could supply roughly 570,000 liters during the event. That volume represents a sizable opportunity for on‑premise and retail partners to test demand among festival-goers before scaling inventory.
StageWater has pledged to channel 15 % of its profits into music‑industry support groups such as Backline, MusiCares, the Music Health Alliance, NIVA, and The Roadie Clinic. That level of giving far exceeds the typical 1–5 % range for cause‑marketing, positioning StageWater as a social‑impact leader and opening the door to premium pricing and increased shelf presence.
The exclusive arrangement gives StageWater prominence at CMA Fest but limits its distribution to selected venues, certain retailers, and online channels. Other distributors can fill gaps outside the festival, so any company considering adding StageWater should balance its brief festival exposure with a longer‑term shelf strategy. A focused campaign during the four‑day event can test demand before scaling inventory.
For distributors, the 570 k liters of water at CMA Fest represents an opportunity to gauge premium‑water demand among festival crowds and assess whether a broader roll‑out justifies the investment in shelf space and marketing support.
Retailers and on‑premise operators will notice that premium canned waters—including StageWater—target festival crowds to stand out amid dense beverage selections. That partnership can attract customers who value hydration and social causes. Bars and restaurants that serve StageWater during the festival season may elevate their beverage service, provided they meet local licensing requirements.
StageWater’s 15 % profit contribution distinguishes it from standard cause‑marketing efforts and underscores how pivotal festival placements are for premium water brands. With 380,000 attendees over four days and about 570,000 liters of supply, the partnership offers a sizable festival‑water market that distributors can tap.
Original Press Release
StageWater Lands Exclusive Partnership with CMA Fest 2026 presented by SoFi
Founded by Touring Industry Veterans After COVID Shutdown, Brand Donates 15% of Profits to Music Community
NASHVILLE, TN — StageWater, a premium canned water brand built to support the live music community, has been named the official canned water of CMA Fest 2026 presented by SoFi, marking a major milestone for the fast-growing company.
StageWater was founded by live music professionals in the wake of the COVID-19 shutdown that upended the touring industry. Built to give back to the people behind the scenes, the company donates 15% of all profits to organizations supporting music industry workers, including Backline, MusiCares, Music Health Alliance, NIVA, and The Roadie Clinic. These groups help expand access to healthcare, provide hardship relief, and create a safety net for the entertainment community.
StageWater is led by CEO Chris Thacker, a longtime tour manager for Dierks Bentley, alongside fellow touring industry veterans Jay Ballinger and Zach Belcher. Together, they’ve built a brand to give back to the community they love.
The brand has quickly gained traction across the live music landscape, appearing at more than two dozen festivals and events, partnering with artists and touring productions nationwide. Its selection as the exclusive water of CMA Fest marks its largest partnership to date.
“When everything shut down in 2020, I watched friends I’d toured with for years lose their income, their access to healthcare, and any sense of what came next,” said Thacker. “We started StageWater to make sure the people who make live music happen aren’t left behind again. CMA Fest can only happen because of that community, so this partnership feels full circle.”
“The partnership with StageWater is rooted in a shared commitment to the people who power our industry,” said Tiffany Kerns, CMA Senior Vice President, Industry Relations and Philanthropy. “Their investment in mental health and well-being reflects the kind of care and responsibility we believe is critical to the future of live music. We’re proud to stand alongside them in support of our community.”
StageWater is available at venues and festivals nationwide, as well as in select retail locations and online at stagewater.com.
Sources consulted (web research):
- Stagewater Cma Fest 2026
- Giveback
- All
- Cma Fest Presented By Sofi Champions Music Education Through The Cma…
- Making Waves Premium Bottled Water Ascends
- Spotify House 2026 Cma Fest Lineup Revealed Exclusive 11978853
- Liquid Death
Source: BevNET