Mariah Carey Debuts Integrated Social Media Beverage 'Butterfly'

News & Views | Gerren Keith Gaynor | 06/10/2014 | 12:45 PM EDT

The iconic singer teams with former Def Jam president Kevin Liles for interactive experience for fans

Mariah Carey has resurrected her best-selling album title “Butterfly” with a new beverage that will allow fans to experience an interactive social media platform.


While the concept may seem confusing at first, Carey and business partner, former Def Jam president Kevin Liles, say her new business venture, a line of flavored water called Butterfly, will give consumers a peek into the world of the multi-platinum artist.


Described as “a melodic beverage inspired by the magic of Mariah Carey,” Butterfly will offer galleries, videos and behind the scenes content. Once one downloads a special app, one can then scan the bottle’s barcode with their smartphone. The venture is partnered with Go N’Syde beverages, which include an augmented reality integration platform.


“Not only will [Mariah Carey] give you exquisite taste but she’ll give you exclusive content, and it comes by her own program and network,” says Liles during a press conference in New York City alongside Carey.


“I’ve always wanted to do something with a beverage...it was either going to be water or it was going to be tea. Sometimes a splash of champagne but that’s another day, another story,” Carey said. “It’s just like when you’re working with different notes and you’re dealing with all these elements to create a recipe for what you hope will
become a successful album or song, a successful drink, it’s pretty much all the same.”


Carey says above all, the Butterfly beverage experience is her way of giving back and interacting with her fans.


“Before [social media] I used to leave phone messages for my fans. We have a connection and that’s why I like to call them my family,” she said.


“This drink is actually something that I like. The truth of the matter is it’s good. What I love about this is it’s my own forum to showcase anything I feel like showing that day. Just like everyone is Instagramming their breakfast or whatever they’re doing that morning, we can do this and it’s almost like me being in the room with you. Everyone’s going to be mad that they didn’t do it first, I’m just saying.”


Butterfly will be available in Walgreens across the country and all Manhattan Duane
Reade locations.

(Photo: Ivan Nikolov/WENN.com)

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