StageWater Rolls Out Sparkling Line Nationwide, Building on Breakout CMA Fest and NIVA '26 Momentum
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STAGEWATER ROLLS OUT SPARKLING LINE NATIONWIDE, BUILDING ON BREAKOUT CMA FEST AND NIVA '26 MOMENTUM
As the Brand Built by Touring Veterans Expands, So Does Its Giveback to the Live Music Community
NASHVILLE, TN — June 23, 2026 — Coming off its biggest stretch yet, StageWater is rolling out a new sparkling line following major moments at CMA Fest and NIVA '26.
The premium canned water brand, built to support the live music industry, debuted the line to more than 1,400 attendees at NIVA '26, the annual conference of the National Independent Venue Association, which represents more than a thousand independent venues in the U.S. Operators got their first taste of the unflavored sparkling water, served in recyclable 16oz cans with a smooth, bright finish. It's available now at stagewater.com and expanding to venues, bars, and retailers across the country.
The NIVA debut came on the heels of CMA Fest 2026, where StageWater served as the festival's exclusive water. The brand moved more than 80,000 cans over four days and, on the festival's final day, was the top-selling concession on site. Backstage, artists got an early sample of the sparkling cans ahead of their public launch. StageWater drew organic support throughout the festival, with artists including Kip Moore, Caylee Hammack, Lauren Watkins, and Band Loula sharing the brand alongside the CMA's own channels, a combined social following of more than 8 million.
“Events like CMA Fest and NIVA '26 are exactly where our brand needs to be,” said Chris Thacker, CEO of StageWater. “It's getting our water into the hands of people who love live music and understand our mission. Getting to introduce our new sparkling to this community first is exactly how we wanted to do it.”
StageWater was founded by three touring industry veterans to give back to the people who keep live music running; many work as temporary or 1099 employees without the predictability or safety net of full-time jobs. The brand donates 15% of profits to Backline, MusiCares, Music Health Alliance, NIVA, and The Roadie Clinic—organizations that expand healthcare access, provide hardship relief, and support the crews, artists, and venues behind every show. As StageWater grows, so does its impact on the community it was built to serve.
To learn more or try the still and sparkling lines, visit stagewater.com.
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About StageWater
StageWater is a premium canned water brand created by music industry veterans to support the people behind live music. The company was founded by CEO Chris Thacker (tour manager, Dierks Bentley), Chief Sales Officer Jay Ballinger (award-winning production manager, The Black Keys), and Chief Marketing Officer Zach Belcher (touring creative, Dierks Bentley), who together donate 15% of all profits to organizations supporting the live music community. Packaged in recyclable aluminum cans, StageWater has appeared at festivals and tours nationwide and was the exclusive water of the 2026 CMA Fest.
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