“At 7-Eleven, it’s about delivering great customer satisfaction and the products our customers want,” said Jim Fletcher, 7-Eleven category manager for non-alcohol beverages. “A recent test of drank(TM) sales in a few hundred stores exceeded our expectations so much that we are adding drank(TM) to our nationwide in-store product assortment within the next few weeks. Although we are a global corporation, we are a nimble retail operation with the ability to take advantage of local trends and products that customers want and distribute them nationally. drank(TM) opens up a new area of the functional beverage category for 7-Eleven, bringing the hot, new trend of relaxation beverages directly to our consumers.”
When the concept for drank(TM) relaxation beverage took root in early 2008, an army of energy drinks was vying for prized market share in the hottest cold beverage trend in the United States. Rather than join the masses, drank(TM) has changed the game. Armed with the battle cry “slow your roll(TM),” this lightly carbonated beverage promises relaxation — not energy — through its carefully formulated infusion of melatonin, valerian root and rose hips. Only one year later, this original concept from Houston-based Innovative Beverage Group has turned the market upside down, propelling the beverage into a pop culture phenomenon and solid profit generator for distributors and retailers.
“As a longtime customer, as far back as my childhood in Rochester, N.Y., I have always viewed 7-Eleven as an iconic brand.” said Peter Bianchi, CEO of Innovative Beverage Group and creator of drank(TM). As such, securing shelf space at 7-Eleven has not only been a top priority for our roll-out strategy but a personal goal of mine. “Since drank(TM)’s introduction less than a year ago, we have consistently expanded our presence through strategic partnerships with a variety of widely-respected beverage distributors, making drank(TM) the go-to beverage for people looking to relax their mind and body. Now that 7-Eleven has become the first retail chain to roll out drank(TM) on a national level, it not only fulfilled a dream of mine but reinforced the fact that we have something really big on our hands and that our hard work is paying off.”
“In just the short time that we’ve been selling drank(TM), we’ve already seen that it is both in demand and an innovation in the functional beverage category. The product is truly relevant to today’s trendy consumer, a beverage that fits in the 7-Eleven mix and is a drink our customers want,” added Fletcher.
drank(TM), a lightly carbonated grape-flavored beverage, is the first proprietary product from Innovative Beverage Group. Retail prices for a 16-ounce can of drank(TM) range from $1.99 to $2.49 — comparable in price to other drinks in the functional beverage market. For more information, visit www.drankbeverage.com or call 877-DRANK-02.
About Innovative Beverage Group Holdings, Inc.
Innovative Beverage Group Holdings, Inc. is a Nevada-based corporation headquartered in Houston, Texas that engages in the distribution and wholesale of products in the New Age beverage category. The Company recently launched its first proprietary product drank(TM). Dubbed the world’s first extreme relaxation beverage, drank(TM) was created to induce a natural calming and soothing effect when consumed. drank(TM) is a lightly carbonated grape-flavored beverage formulated with natural calming agents including melatonin, rose hips and valerian root. drank(TM) is sold in prominent purple, signature 16-ounce cans bearing the slogan “slow your roll(TM)” and is available in convenience and grocery outlets in a growing number of regions throughout the United States. Innovative Beverage Group began operations as a distributor for well known national brands of beverage products including Jolt, Rock Star, Crystal Geyser, Sweet Leaf tea, AriZona Iced Tea, and Volvic Water. Although the Company continues to distribute many of these well known brands in the greater Houston area, the expansion of Innovative’s proprietary product division has become foremost in their business model. Recent corporate strategies have been focused on the marketing and distribution of drank(TM) to accommodate the growing demand for the product. Innovative Beverage Group is also currently working to add additional proprietary products to its line that will complement drank(TM) and provide consumers with an array of new and unique concepts in the New Age beverage category.
All company and/or product names are trademarks and/or registered trademarks of their respective owners.
About 7-Eleven, Inc.
7-Eleven, Inc. is the premier name and largest chain in the convenience retailing industry. Based in Dallas, Texas, 7-Eleven operates, franchises or licenses approximately 7,800 7-Eleven(R) stores in North America. Globally, 7-Eleven operates, franchises or licenses more than 36,000 stores in 17 countries. During 2008, 7-Eleven stores worldwide generated total sales of more than $53.7 billion. For 15 consecutive years 7-Eleven has been listed among Hispanic Magazine’s Hispanic Corporate Top 100 Companies that provide the most opportunities to Hispanics. 7-Eleven is franchising its stores in the U.S., and is expanding through organic growth, acquisitions, and its Business Conversion Program. Find out more online at www.7-Eleven.com.