NEW YORK— Female-founded non-alcoholic beverage brand MIXOLOSHE has tapped artist and entrepreneur Zayn Malik to join as its chief creative officer and co-owner.

Though the partnership with the English singer-songwriter, MIXOLOSHE will reshape the narrative of the non-alcoholic beverage industry and conduct marketing tactics for upcoming flavor launches, according to the company. Mr. Malik gained his stardom on “The X Factor” in 2010. He later became a part of the popular boy band One Direction but left the group in 2015 to pursue a solo singing career.

“The non-alcoholic beverage market is ready for disruption,” Mr. Malik said. “We see consumers already shifting preferences toward healthier and alcohol-free alternatives, which provides an opportunity for a brand like MIXOLOSHE to redefine this industry. I could not be more excited about the chance to make some noise in the category of non-alcoholic beverages and build one of the most talked about drinks in the world.”

In addition to the partnership, the brand launched into 500 Walmart stores. The brand and Mr. Malik’s first flavor launch includes Lychee Martini, an exotic drink with hints of sweet, floral, and tropical flavors.

“Zayn is a creative visionary both in music and beyond,” said Kristina Roth, chief executive officer and founder of MIXOLOSHE. “His passion for innovation and his ability to captivate audiences will undoubtedly help us redefine the narrative around the non-alcoholic beverage category, with a fresh perspective on making healthy lifestyle choices and living well, irrespective of your beverage preferences. I’m looking forward to working alongside him and shaping a future for this category where the glass is always half full of possibilities."

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