The News
Graasi, a company known for its organic barley water, has expanded its partnership with Kill Cliff FC Training Center in Deerfield Beach, Florida. The collaboration supports fighters at the training center as they prepare for elite competition. The partnership highlights Graasi's commitment to clean, functional hydration solutions for athlete performance and recovery.
Graasi’s announcement that its organic barley‑water line will be available through the Kill Cliff FC training center in Deerfield Beach marks a focused entry into an athlete‑centric channel. The partnership is experiential, not a mass‑retail rollout.
The core of the deal lies in positioning. Graasi has long marketed itself as a clean‑label, low‑calorie hydration product—35 calories per 16‑oz bottle—and fortified with 100 % of the daily value for vitamins C, D and zinc. The agreement does not include wholesale distribution or case volumes; it offers athletes a nutrient‑dense drink that can be consumed on the move, aligning with Kill Cliff’s performance‑recovery focus.
Graasi already tested geographic expansion in January 2024 when it launched on the West Coast through KeHE. The current collaboration follows that pattern: a localized launch tied to an established fitness hub rather than a nationwide shelf presence. Operators can treat this as a pilot rather than a definitive sales channel.
From a distributor’s perspective, monitoring this move is worthwhile because it could generate demand in health‑conscious retail and on‑premise environments that favor low‑calorie functional drinks. If the brand shows strong uptake—evidenced by repeat usage among athletes and visibility during events—it may pursue broader wholesale agreements. Distributors might consider adding Graasi to gym beverage lines or health‑food retailers serving fitness clientele, leveraging its USDA Certified Organic status and clean‑label appeal.
On‑premise operators that focus on wellness or craft cocktails can use Graasi as a light mixer that adds nutritional value without the sugar load of traditional mixers. The 35‑calorie profile may resonate with guests seeking lighter options, while vitamin fortification offers menu differentiation.
The partnership’s limited scope reflects an industry trend where functional beverages are tested in niche venues before moving to mass retail. Operators who anticipate this trajectory can position themselves to capture early market share if Graasi expands beyond Kill Cliff FC. For now, the brand remains an experiential asset rather than a volume driver.
Distributors and on‑premise operators should watch for subsequent rollouts before committing to shelf placement, recognizing the brand’s potential to fill a wellness‑oriented gap in the functional beverage category.
Original Press Release
Graasi, the innovator behind organic barley water as a next-generation hydration and recovery beverage, today announced an expanded partnership with Kill Cliff FC Training Center in Deerfield Beach, Florida, a leading performance beverage brand and the force behind Kill Cliff FC, one of the world’s top MMA training camps. The collaboration underscores a shared commitment to clean, functional hydration solutions that support athlete performance, endurance, and recovery.
As Graasi continues to gain recognition for its unique approach to hydration—leveraging the natural benefits of organic barley—this partnership places the brand directly within a high-performance training environment, supporting fighters at Kill Cliff FC as they prepare for elite competition.
“We’re proud to continue growing our relationship with Graasi, especially as they receive recognition for the innovation behind their product,” said Peter Lipari, Agent at The Martin Advisory Group (Founders of Kill Cliff FC). “What immediately stood out to us is how intentional they are about supporting athlete performance from hydration to recovery with clean, effective ingredients that make a difference. At Kill Cliff FC, our fighters are constantly pushing their limits, and having partners like Graasi who prioritize performance, endurance, and overall wellness is critical. Their product isn’t just another option in the space; it’s something our athletes can rely on in training and competition.
This partnership is about aligning with brands that truly add value to our fighters’ routines and long-term health. We’re excited to keep building with Graasi and bringing that level of support to our gym as we continue to grow.”
Graasi’s organic barley water is designed to deliver sustained hydration and functional benefits without unnecessary additives—positioning it as a differentiated option in the rapidly evolving performance beverage category.
“This partnership is a natural fit,” said Chris LaCorata. “Kill Cliff and Graasi share a belief that performance starts with what you put in your body. We’re excited to support their athletes with a product built for real results.”
The partnership will include product integration within Kill Cliff FC training programs, athlete support, and collaborative visibility across both brands’ platforms.
Graasi utilizes the sales, marketing, and consulting services of Cascadia Managing Brands, a leading food and beverage brand management firm.
Sources consulted (web research):
- Barley Honey And Probiotics Bottled Water Companies Carve Out Their N…
- 101778 Graasi Barley Water Expands To West Coast Market
- Media
Source: BevNET