Geordie Drinks Brand and Lumo Team Up to Cut Plastic on the Rails

A Newcastle-based drinks company known for its celebrity collaborations has joined forces with two established North-East organisations in a bid to cut down plastic use and promote more sustainable alternatives.

Train operator Lumo has appointed environmentally focused firm WATA as the exclusive supplier of water sold on its services, bringing together a shared commitment to sustainability and local supply chains. The partnership links the all-electric rail operator with a growing Geordie brand whose aluminium cans are designed to be easier to recycle than traditional plastic bottles.

WATA, which launched its distinctive Geordie-branded cans in 2024, has already built a reputation for high-profile collaborations while keeping its roots firmly in the region. Lumo, meanwhile, has made sustainability a central part of its business, from running electric trains to working with local suppliers along its route.

The collaboration extends beyond onboard sales. Lumo is also supporting the Newcastle Frontrunners Pride Run this summer by donating hundreds of WATA cans for the 5K LGBTQ+ event, which takes place in July and raises money for charity.

Founded by Ben Griffin, Brian Austin, Matthew Barron, Simon Sykes and James Dixon, WATA has previously produced limited-edition cans for North-East figures including Patrick Topping, Chris and Rosie Ramsey from the podcast Shagged, Married, Annoyed, and Ben Hemsley. The company was also commissioned to create cans for the launch party of DJ Joel Corry’s top ten album Another Friday Night.

Ant and Dec have also shown their support after receiving ‘I’m a Celeb’ themed cans featuring their names and images, later contacting the company to praise the designs.

Rachel Firth, Head of Customer Experience and Innovation at Lumo, said:

"We were really impressed, not just by WATA's branding, but by its sustainability credibility. We don't stock plastic bottles at all and have previously sold water in cartons - but cans are even better for the environment, as they are easier to recycle. Working with suppliers on our train route is also a huge part of our ethos. Giving back to communities and forming strong links with local businesses is at the heart of everything we do. WATA have their roots firmly in the North-East and our values in terms of sustainability and making a real difference to the environment are closely aligned. The guys at WATA also did a really amazing thing. They went away and produced some cans with a brilliant design, showing the Lumo train route. The cans look incredible, and we can't wait to introduce them to our customers. We're also really looking forward to being involved in this summer's Pride Run and donating WATA to such a fantastic event."

From February, Lumo customers will be able to buy 330ml cans of still and sparkling WATA, a nod to the Geordie pronunciation of water, priced at £1.90.

Ben Griffin said the idea for the company was sparked by concerns about plastic waste at large events.

"We came up with the idea after noticing how much plastic waste is generated during the event. We couldn't help but worry about the environmental impact. There are lots of benefits to drinking out of a can and the sustainability aspect is obviously the most important. But, also, cans keep liquids cooler for longer. Drinking out of a can is a far superior experience in general. If you're anything like me, you'll take a swig out of a plastic bottle, forget about it, and by the time you come back to it the water has gone lukewarm. Drinking out of can is much more refreshing and luxurious. We're proud of our celebrity collaborations, and linking up with international superstar Joel Corry was brilliant. We also created some cans for Ant and Dec. It wasn't official, but they got in touch to tell us they loved the design."

James Dixon added that the partnership with Lumo would help take the brand to a wider audience while staying true to its values.

"We're delighted to be partnering with Lumo, and excited about joining forces with another Newcastle based brand. It's also great for visibility, as customers across the whole of Lumo's network from Glasgow, Edinburgh and Newcastle to London, will be drinking from our cans, which is fantastic. The Geordie branding is very important to us, but we have worked hard to ensure it isn't just relevant to people in the North-East. Water is pronounced 'wata' in lots of different parts of the UK and world, including down south, Liverpool and Jamaica. There's also a Nordic element to it, as the pronunciation goes all the way back to the Vikings. But the main element for us is sustainability, which is as important to Lumo as it is to WATA."

Newcastle Frontrunners’ Pride Run will see around 500 participants take to the streets in colourful sportswear and fancy dress, with Lumo providing several cases of WATA to keep runners hydrated.

Andrew Melville, of Newcastle Frontrunners, said:

"It's essential to have water at the event for the runners' safety and hydration. We offer every participant at least one drink at the end of the race. We are ultra inclusive and encourage runners of all abilities to take part. The less experienced you are, the more likely you are to need water, so it's very important. This is the first year a company has supported us by providing the water, and we're extremely grateful. In 2025 we had paper cups, but we're excited to be offering WATA cans, which look fantastic, and are so much easier to recycle. Lumo does brilliant work with communities in the North-East, and are heavily involved in Pride weekend. We share the same inclusive values, and we are thrilled to have them on board."

The Pride Run is open to adults of all ages and abilities, whether aiming for a personal best or simply taking part for fun. Children aged five and over can also join the one-mile Children’s Pride Run on the same evening. Participants are advised to register their interest through the Newcastle Frontrunners website ahead of entries going on sale.

Image: Lumo