Lumo partners with WATA as their exclusive suppliers of water

A Geordie drinks firm which has created cans for celebs such as Ant and Dec has come together with two other much-loved North-East brands to fight the war against plastic.

In an exciting collaboration, Newcastle-based train operator Lumo has commissioned environmental pioneers WATA as exclusive suppliers of its water.

The burgeoning drinks company has its roots firmly in the North-East, and has been selling its Geordie themed cans, which are much easier to recycle than plastic bottles, since 2024.

Meanwhile, sustainability is at the heart of Lumo's ethos, with the firm, which runs a world class fleet of electric trains, proud to champion local supply chains.

In a third boon to the environment as well as the local community, the rail operator is set to donate hundreds of WATA cans to Newcastle Frontrunners for its Pride Run, a 5K LGBTQ+ event in July.

Founded by Ben Griffin, Brian Austin, Matthew Barron, Simon Sykes and James Dixon, the drinks firm has previously produced limited edition water for North-East legends including Patrick Topping, Chris and Rosie Ramsey of podcast Shagged, Married, Annoyed and Ben Hemsley.

In a major coup, WATA was commissioned to produce cans for the launch party of DJ Joel Corry's top ten album Another Friday Night.

Ant and Dec also gave their stamp of approval after they were gifted 'I'm a Celeb' inspired drinks emblazoned with their names and pictures.

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."

Rachel added: "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."

Lumo will be selling 330ml cans of sparkling and still WATA, a take on the Geordie pronunciation of water, for £1.90 from February.

Ben, who was one of the founders of popular Newcastle festival LooseFest, said: "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 added: "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."

In July, the Pride Run 5K, organised by Newcastle Frontrunners, will take place in the city, with participants raising money for their chosen charities.

Lumo are supporting the run, which will see around 500 runners wearing fancy dress and colourful sportswear complete the course, by donating several cases of WATA.

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 welcomes adults of all ages and fitness levels, whether they are trying for a 5K personal best or just want to have fun.

Youngsters over five years old are also welcome take part in the 2K one mile Children's Pride Run on the same evening.

Runners are advised to register their interest via the Newcastle Frontrunners website, and will be contacted when race entries go on sale.

Lumo was recently named as one of the top three rail companies in Britain in the most recent Rail Customer Experience Survey published in December.