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Drank rolls out distribution in Atlanta

BY Anna Mcgrath

HOUSTON Innovative Beverage Group Holdings and Eagle Rock Distributing Co. announced their recent partnership to begin distribution of Drank, the extreme relaxation beverage.

Serving Georgia since 2000, Eagle Rock has been providing eastern Atlanta and surrounding counties with Anheuser-Busch beer. Eagle Rock recently added Yuengling, New Belgium and Peak Organic products to its portfolio, along with a wide variety of such nonalcoholic beverages as 180 Energy Drink, Borba Skin Water, Function Drinks and products distributed by Icelandic Glacial.

“I am very excited and proud to bring Drank to our areas of distribution,” said Robert Williams, Innovative brand manager of Eagle Rock. “As the first relaxation beverage, Drank suits our mission to provide the most delicious and effective beverages to our consumers. Drank’s track record is paved by both consumer satisfaction and excellence, a trend we expect to continue with this partnership.”

Since launching in select markets in early 2008, Drank has quickly become the go-to beverage for people looking to relax their minds and bodies.

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Frito-Lay to sell, distribute Matador by Jack Link’s brand

BY Allison Cerra

PLANO, Texas PepsiCo’s Frito-Lay North America division announced it has entered into an agreement with Jack Link’s, in which Frito-Lay will sell and distribute a new line of meat snacks under the Matador by Jack Link’s brand, aimed at young adults with action-driven lifestyles.

“The Jack Link’s brand continues to drive growth in meat snacks, and the new line of Matador products and partnership with Frito-Lay will take that growth even further,” said Troy Link, president of Jack Link’s Beef Jerky. “Combining the taste and quality of Matador meat snacks with the distribution, sales and merchandising capabilities of Frito-Lay gives our consumers more choices than ever before, while also delivering growth to our retailers and both companies.”

The Matador by Jack Link’s lineup will feature highly differentiated meat stick and jerky products and offer bold new meat snack options. The launch will be supported by an integrated action sports platform and dedicated advertising campaign, including sponsorship of the Dew Tour and top athletes in BMX, skateboarding and snowboarding.

Under terms of the agreement, Frito-Lay will distribute and sell Matador by Jack Link’s meat snacks beginning Aug. 17.

Other terms of the agreement were not disclosed.

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Venom Energy drink scores with major sports superstars

BY Allison Cerra

PLANO, Texas Dr Pepper Snapple Group has sank its teeth into the energy drink market with Venom Energy.

The beverage blend contains caffeine, l-carnitine, guarana, inositol, glucuronolactone, maltodextrin, ginseng and taurine. To promote the new beverage, Venom Energy has recruited athletes to promote its brand. They include:

  • Joe Johnson, Atlanta Hawks
  • Adam Jones, Baltimore Orioles
  • Milan Lucic, Boston Bruins
  • Lance Briggs, Chicago Bears
  • DeMarcus Ware, Dallas Cowboys
  • Kenyon Martin, Denver Nuggets
  • Pavel Datsyuk, Detroit Red Wings
  • Lance Berkman, Houston Astros
  • Jordan Farmar, Los Angeles Lakers
  • Joey Porter, Miami Dolphins
  • Max Talbot, Pittsburgh Penguins
  • Roger Mason, San Antonio Spurs
  • Patrick Willis, San Francisco 49ers
  • Lofa Tatupu, Seattle Seahawks

The Venom Energy athletes will participate in promotions and marketing campaigns and will be featured on in-store merchandising materials in their respective regions.

“From Berkman’s crushing homers to Ware’s devastating hits, the Venom Energy athletes play with energy and power that personifies the impact of the brand,” said Chanda Rhodes, director of marketing for Venom Energy. “Venom Energy awakens the power within and allows you to seize the moment.”

Venom Energy fruit punch, mango, regular and low-carbohydrate/low calorie offerings are available in 16.9-oz. resealable aluminum bottles at retailers nationwide for a suggested retail price of $2.39. Venom Energy regular and low-carbohydrate/low calorie offerings are also available at retailers in 4-packs of 16-oz aluminum cans for a suggested retail price of $6.99.

For additional information, visit www.venomenergy.com.

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