Multidisciplinary artist Jamie Cardona has become part owner of Tuff drinks, an artisanal beverage company based in Malta.

Making the announcement through a social media video, he shared the story of how he came to own part of the company, his connection with Tuff, and expressed his excitement.

While attending a concert of the band Brodu, he was approached by the band's drummer, Chris Mallia. During their conversation, Mr Mallia told him that he was one of Tuff's owners, and offered him the opportunity to buy into the company, feeling that Jamie Cardona could help the brand grow. Mr Cardona agreed.

"It's very exciting," Mr Mallia said about his new partnership with Jamie Cardona. "I come for a big music and bar background, having worked over 13 years in bars. My expertise was more in that area. I’m a huge fan of Jamie, and he’s a huge fan of mine. He has great energy."

"We've now become a team of three," he said, in reference to the owners of the company. The third owner being Ian Schranz. He said that the partnership with Mr Cardona felt right.

Primarily known for its brand of ciders, the company recently launched a new product, its F*ck Yeah Electrolyte water. Some of their other products include Tuff apple cider, Tuff Pear cider and Tuff Mandolina soda. The company has been around for seven years.

Looking ahead, Mr Mallia said that they would have a plan for summer drawn up in the coming days.