LAS VEGAS -- Energy drink maker Xyience is taking a major step in the introduction of the second in its series of collector cans: Xenergy Premium CranRazz featuring current UFC light heavyweight titleholder Jon "Bones" Jones. In addition to Jones' image, this can marks the start of Xyience including a recommendation on its packaging that Xenergy should not be mixed with alcohol.
The beverage specifically targets a young adult customer rather than teens and pre-teens, yet it is a brand that works to connect with and support those leading an active healthy lifestyle. So [image-nocss] while its demographic is slightly older than some other brands, it is not trying to be "nightclub" energy drink, but rather a "pick-me-up when hitting" the health club, the company said.
Since the introduction of the sugar-free, calorie-free energy drink brand in 2006, CranRazz has been a fan favorite. The new limited-edition, 16-ounce collector can is available for delivery to Xyience's distributor network starting September 1, 2011.
Xenergy is the official energy drink of the Ultimate Fighting Championship (UFC). Jones, 23, is the UFC's youngest titleholder and has earned a reputation of being a game-changer in the sport of mixed martial arts (MMA).
Jones' appeal extends beyond the core MMA fan base, which Xyience says will result in strong sales for its new collector can. "Jones' popularity is far-reaching. For example he's the first UFC fighter to appear on NBC's Late Night with Jay Leno," said Reuben Rios, Xyience's vice president of sales for the United States. Rios also notes that Jones appears in numerous national advertising campaigns for major noncompeting brands marketing to the same demographic. "Our key consumers, men age 18 to 34, have an awareness of Jon Jones. For our new and current retailers alike, this can only be a tremendous advantage for the sales of Xenergy CranRazz."
Las Vegas-based Xyience's affiliation with the UFC is a contributing factor to its year-over-year sales growth that checks in at a more than 38% increase (reflects sales to Xyience's distributor network for a 12-month period ending June 30, 2011 vs. the 12-month period ending 2010). John Lennon, Xyience's president, said that approximately half of that growth is due to the expansion of Xyience's distribution network.
"The strength of our partnership with the UFC and its athletes, like Jones, has had a favorable impact on our sales," said Lennon.
The full-size energy drink category is up 13.4% in the past 52 week period, ending May 15, according to Symphony/IRI Group, the company said.
Along with Jones' image, Xyience has made another addition to its packaging, one that the company believes will further validate its position as the energy drink of choice for athletes and active adults. "We are including a recommendation on the back of the can advising consumers not to mix Xenergy with alcohol," Lennon said.
Lennon goes on to explain that unlike some of its competitors, who specifically target teenage energy drinkers, Xyience is reaching out to a different demographic. "Xyience targets a young, upscale adult consumer leading a healthy active lifestyle, and Xenergy supports his or her way of life in a very authentic way. It is sugar- and calorie-free, with a moderate amount of caffeine- as much as a cup of coffee," he said. "So its sustained energy without the calories."
Like all of Xyience's Xenergy Premium drinks, CranRazz delivers a sustained energy boost from a combination of caffeine and a blend of B complex vitamins. The latter is believed to aid in energy production and digestion, as well as increase mental clarity, reaction time and alertness, all of which are vital for athletic performance of champions like Jones.
"Xenergy is formulated to provide sustained energy that will last the length of a workout, competition or even the course of a workday," Lennon said.
Xenergy is a sugar- and calorie-free drink that is fortified with vitamins. All-natural flavors provide a consistent supply of energy without the "crash" inherent with some other energy drinks. Xenergy Premium flavors include Cherry Lime, Cran Razz, Mango Guava, and Blu Pomegranate. Xenergy Xtreme flavors include Fruit Punch, Orange Fuel and Cherry Rush. Xenergy is available throughout the United States and Canada.
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