Today GURU Beverage Company announced they’re partnering with Kanye West on the launch of a new unnamed organic energy drink.  Under the partnership, Kanye will be featured in the companies ad campaign scheduled to be unveiled this quarter. According to the press release, Kanye will become an equity partner in the company although the bread statistics have not yet been made public.

According to its website, Guru prides itself on “being built on principles of wellness, health, performance, authenticity and living life to the fullest.”

“I express myself through music, fashion, art and design,”  Kanye said via press release.  “That’s why I am excited to collaborate with GURU; because the brand values what I value, and I can put what inspires me into this new product.”

This is no doubt a good look for Kanye.  I would be careful however given the current economic climate and the oversaturated energy beverage marketplace.  Unfortunately its going to be difficult for even a Kanye West endorsed product to chisel away marketshare in a cluttered environment let alone suplant the leader, Red Bull.

With so much ground to make up and a brand yet to be built, this deal will likely NOT rival the groundbreaking coup of 50 Cent’s deal with Glacéau Vitamin Water contrary to common belief on the blog rumor mill. 50′s 2004 power move which lead to a multi-million dollar return when the company was sold to Coca-Cola was conducted under a different climate and in a growing marketplace.

Via: Billboard