XYIENCE Increases Distribution in Texas with Kimball Distributing Inc. Deal

Aug. 2, 2010 - PRLog -- LAS VEGAS —XYIENCE announces that a distribution deal with Kimball Distributing Inc., a growing, Arlington, Texas-based direct store distributor of premium energy and protein drinks, will further increase the distribution of Xenergy in Texas. Xenergy Premium will be available in four flavors—Mango Guava, Cherry Lime, CranRazz and Blu Pom—in roughly 1,400 retail outlets in the Dallas-Fort Worth area, including Quik Trip and 7-Eleven stores. Kimball is aggressively targeting independent convenience store channels and major chains to secure shelf space for Xenergy, which has always been sugar- and calorie-free, with only two grams of carbohydrates per serving. Earlier this year, XYIENCE created a partnership with Silver Eagle Distributors, the Houston-based company that is the largest distributor of Anheuser-Busch products in the United States, adding to its distribution partners in Texas such as Brown Distributing Co. in Austin and Jack Hilliard Distributing, with offices in Bryan and Temple, Texas. The Kimball relationship will launch with a “2 for $3” retail price promotion, offering two cans of Xenergy for $3.00.

“XYIENCE and Xenergy are exciting brands with proven results in other markets,” says Dale Purvis, Kimball Distributing Inc.’s vice president of business development. Purvis, a 30-year beverage industry veteran, believes that XYIENCE has something special to offer customers. “Consumers are realizing that Xenergy is the healthier alternative compared to most other energy drink brands currently available and we feel strongly it will complement our current beverage portfolio,” he says. “It’s clear from the research data provided by the medical and health and fitness industries that changes must be made to the population’s diet and lifestyle choices. XYIENCE is a brand that allows consumers to make those changes, without compromising on taste,” he adds.

For XYIENCE, the Kimball relationship means an opportunity for brand exposure in one of the fastest-growing metropolitan areas in the southern region of the United States. “Dallas-Fort Worth is a market that’s key to the XYIENCE brand’s success not only in Texas, but in the Southeast markets,” says Jeff Jonke, XYIENCE vice president of sales for the eastern region of the U.S. “Our relationship with Kimball along with Brown, Jack Hilliard and Silver Eagle as well as our partners in Louisiana are key to XYIENCE’s expansion in states like Oklahoma, Arkansas and throughout the Southeast. Kimball Distributing has built a service-oriented relationship with the retailers of the Dallas-Fort Worth market and we’re confident that together we will achieve great success.”

Through televised broadcasts of UFC events, the XYIENCE brand reaches some 100 million-television households in North America.  As a part of XYIENCE's UFC sponsorship relationship, its logo receives prime positioning on the mat and bumpers of the octagon. This often results in a fight's critical moments taking place on or next to the XYIENCE and Xenergy logos, and translates into millions of viewer impressions for XYIENCE.  Internationally, XYIENCE reaches more than 420 million television households via UFC broadcasts and Pay-Per-View broadcasts.

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XYIENCE is the official energy drink of the Ultimate Fighting Championship (UFC). Xenergy, is one of the fastest-growing in its category. XYIENCE also produces supplements that provide ultimate nutrition for peak performance.