Caro Daur joined Joony's Natural Soda as an investor and strategic partner, giving the Hamburg beverage startup both capital and one of Germany's best-known fashion influencers behind its push to create a new drinks category.
Daur, a Hamburg native with more than three million Instagram followers and brand work spanning Adidas, Tiffany & Co. and LVMH, brings reach and retail relationships rather than just a cheque. For a young beverage brand trying to define a category, that kind of consumer-facing pull is often worth more than the investment itself.
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Founded by Bijan Mashagh and Josa Rödiger, Joony's makes carbonated water with real fruit juice and no added sugar, sweeteners or artificial flavours. The range runs to four variants, passion fruit, lemon, peach and grapefruit, each built on juice rather than flavourings.
The brand is early but moving fast. It opened its online store in June, and since July its drinks have been listed nationwide in participating Edeka stores, on Wolt Market, and in selected restaurants and travel retail.
"Caro isn't just investing in a drink, she's investing in a whole new category," said Mashagh.
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