BOCA RATON, Fla. -- DNA Brands Inc., maker of DNA Energy Drink, has announced that it is rebranding its entire line of DNA Energy Drinks to be able to reach a greater portion of the energy drink market.
"The one comment we hear over and over is that energy drinks don't taste good. We were previously selected as the best-tasting energy drink by an independent international World Beverage Competition. We intend to get this fact out to the energy drink consumer," said Darren Marks, president of DNA Brands, Boca Raton, Fla.
"Our current graphics were primarily geared to the action sports community. Although we will continue to pursue these same customers, we will do it with new and innovative products geared to better communicate the brand's core identity while appealing to a much broader demographic; active consumers from every walk of life. We are confident that this rebranding will enable us to better position ourselves in a category that continues to re-invent itself and grow at a rapid pace. Energy drink sales increased 17.2% in 2011, the highest growth rate since 2007," he said.
In conjunction with the rebranding, Jeff Jonke has been promoted to the executive vice president and general manger.
DNA Energy Drink is a proprietary blend of quality ingredients in four flavors: citrus, lemon lime, sugar-free citrus and cranraspberry. It can be found at independent retailers throughout the state of Florida, as well as national retailers including Walgreens, RaceTrac and Circle K. Distribution is primarily through Grass Roots Beverage, the company's wholly owned subsidiary and select Miller and Anheuser-Bush distributors in select markets.
DNA is a sponsor of many action sport teams. The company has earned national recognition through its sponsorship of the DNA Energy Drink/Jeff Ward Racing team where it competes on a world-class level in supercross and motocross. DNA Energy Drink can also be found in other action sports such as surfing, BMX, wakeboarding and skateboarding and its athletes are recognized stars in their own right.