Xenergy Expands Distribution in the East

Energy drink now available from Massachusetts to Georgia

Published in CSP Daily News

LAS VEGAS -- A new relationship with Canada Dry New York is bringing Xyience Xenergy, the official energy drink of the UFC, to retailers along the Eastern Seaboard.

The agreement gives the Xenergy energy drink brand greater retail availability from New York to Washington, D.C. This includes potential shelf space in important grocery chains, as well as independent and major convenience-store and drug-store chains that the distributor serves.

“We’ve had tremendous success with our existing Canada Dry distribution agreements, so the addition of Canada Dry New York adds even greater efficiency to our distribution in the Northeast,” said John Lennon, Xyience’s president. In August 2013, Xyience announced distribution agreements with Canada Dry Delaware Valley and Potomac. The addition of Canada Dry New York means that from Massachusetts to Georgia, Xyience’s distribution is accessing the market through independent Dr Pepper Snapple Group distributors.

Xyience’s July 2014 sales checked in with an 11% gain over last year. In the Northeast region, the brand’s sales doubled while the Southeast and Midwest regions saw gains of 54% and 28%, respectively.

“We’re having a very strong summer, and we fully expect this expanded relationship means we’re heading for a very solid finish to Q3 and beyond. It brings Xyience the potential of thousands of retailers in a broader region,” Lennon said.

According to Nielsen’s Convenience Track for Q2 2014, Xyience is up nearly 14% over 2013 in the convenience-store channel. Lennon said that growth is driven by gains in distribution and sales velocity.

“Big wins in distribution are driving grocery growth, and our marketing initiatives targeted on the convenience channel are also proving to be winners,” said Lennon. In May, Xyience launched a regional advertising campaign that includes print, broadcast and a progressive digital component that’s showing a click-through rate that exceeds industry standards.

Based in Las Vegas, Xyience’s sports nutrition products, which include Advanced Protein Complex, Pre-Workout Booster and Thermogenic Fat Burner, among others, are designed to support an active and healthy lifestyle. The brand’s flagship product is Xenergy--the official energy drink of the Ultimate Fighting Championship (UFC). Launched in 2006, Xenergy is the first energy drink created by a nutrition company and the fastest-growing brand in its category. Xenergy is a sugar-free, zero-calorie beverage that is made with all-natural flavors and colors. Xenergy energy beverages are available in Frostberry Blast, Cran Razz, Fruit Punch, Mango Guava, Blu Pomegranate, Cherry Lime, Tangerine and Melon Mayhem. The Xenergy energy family also includes: Xenergy + Lemonade Pineapple and Raspberry and Xenergy + Tea Honey Ginseng and Raspberry Acai. Xenergy + Hydration Grape and Tropical Punch are non-caffeinated beverages fortified with electrolytes and a blend of B vitamins.