Xyience Adds Distribution in New England

Partners with Polar Beverages to expand energy-drink presence

Published in CSP Daily News

LAS VEGAS -- Xyience Xenergy, the official energy drink of the UFC, has entered into a new distribution partnership with Worcester, Mass.-based Polar Beverages that will expand the brand’s presence in New England. Polar will offer all eight flavors of Xenergy energy drinks, the first sugar- and calorie-free energy drink line.

The relationship that kicked off on June 2 means potential shelf space for Xenergy in thousands of retail doors, including convenience stores, along with grocery and specialty stores, both major chains and independents. Xyience will support the relationship with online and in-store promotions designed to appeal to New England area consumers.

“Polar Beverages has a long history of success working with unique beverage brands that appeal to the consumers in the healthy and active lifestyle space, so they are an ideal partner for Xyience Xenergy,” said John Lennon, Xyience’s president. “New England is an important growth area for Xyience and we’re confident that with our relationship with Polar will mean success for our brand in the region.”

This news coincides with very positive sales results for the energy-drink brand. As of May 31, Xyience’s year-to-date sales were up 36% in Northeast region. “This is an ideal way to kick off the summer in the Northeast,” said Lennon. “Our relationship with Polar is sure to carry that momentum forward.”

Polar Beverages is the largest privately owned, soft-drink bottler in the United States. Polar’s business segments include the company’s flagship Polar brand, franchise national brands, new-age brands and private-label brands.

Headquartered 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 (pronounced zen-er-gy)–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.