Justin Bieber launches a new water brand at the Qatar World Cup

dailymail.co.uk:

Justin Bieber has launched a water brand at the Qatar World Cup. The 28-year-old pop star has started the premium alkaline water company called Generosity to provide refreshments to those attending games in the Middle East via refillable fountains in an effort to 'protect the people.'  'I want the world to have access to the best water.

I also want countries to know how to best protect their people. The overuse of plastic is hurting us, we need to be more sustainable,' he said.

New plug: Justin Bieber has launched a water brand at the Qatar World Cup. Here he is seen holding the bottle  A look at Generosity: The 28-year-old pop star has started the premium alkaline water company called Generosity to provide refreshments to those attending games in the Middle East via refillable fountains in an effort to 'protect the people'Generosity's goal 'is to not only provide consumers with the best water for their bodies but also to reduce the use of single-serve plastics with their refillable water fountains. 'By simply connecting to any local water source, Generosity can process and dispense its premium alkaline water through these micro-hydration infrastructures.'  The Peaches hitmaker is said to have visited Qatar and met with Sheikha Al-Mayassa bint Hamad bin Khalifa Al Thani, the sister of the country's emir ahead of launching the brand.

Sheikha said: 'Having participated in beach clean-up efforts in Qatar for many years, I have witnessed first-hand the effect of pollution on our natural environment.