XYIENCE Inks Deals with Leading U.S. Beverage Distributor Hensley, Anheuser-Busch Distributor Matagrano and Coca-Cola of Santa Fe


AS VEGAS, NEV. (May 26, 2009) XYIENCE continues to expand its Xenergy brand’s reach, having recently inked deals with Hensley in Phoenix, one of the largest beverage distributors in the United States; Coca-Cola of Santa Fe in Santa Fe, N.M. and Anheuser-Busch Distributor Matagrano in San Francisco. These new relationships mean nearly 3,000 new doors for XYIENCE, the official energy drink sponsor of the Ultimate Fighting Championship (UFC). In states like New Mexico, where the sport of mixed martial arts (MMA) enjoys a large following, Xenergy already has solid brand recognition. It will be a lead brand in the non-alcoholic beverage category for Hensley, which selected Xenergy in an effort to diversify its portfolio. The relationship will bring Xenergy into 1,500 off-premise locations in the greater Phoenix and Prescott Valley areas. The brand was recently introduced to Circle K shoppers and is carried in 364 stores in that region as well as select Quik Trip locations. Xenergy replaces Monster and Rockstar brand energy drinks at Matagrano and Coca-Cola, respectively.

The new distribution channels enable XYIENCE to keep pace with the increasing demand for Xenergy, due in part to its successful partnership with the UFC. Televised broadcasts of UFC fights are delivered in 20 languages in more than 100 countries, allowing XYIENCE to reach some 50 million U.S. households and 380 million households outside the United States. In addition, the brand continues to enjoy positive reviews of Cherry Lime, its recent addition to the Premium Xenergy flavor line-up, in national sports and health and fitness publications.

“Selecting Xenergy to be one of our key brands was an easy choice for Hensley,” said Andy McCain, Hensley’s CFO. “First and foremost, its flavor profile is superior, and we know Xenergy will perform well at the retail level. XYIENCE’s unique branding with the UFC, coupled with its track record of creating successful retail promotions, will prove to be a winning combination.”

“Hensley’s selection of Xenergy to be a lead brand in its non-alcoholic beverage category and our new relationships with prominent distributors like Matagrano and Coca-Cola indicate the industry’s confidence in the Xenergy brand,” says Csaba Reider, XYIENCE president and CEO. “Over the past year, we’ve been focused on fine-tuning the Xenergy line and leveraging our relationships so that the brand can realize its full potential. Xenergy is a top competitor in the energy drink category.”


XYIENCE nutritional products provide clean, sustainable energy necessary for an active lifestyle. Established in Las Vegas in 2004, XYIENCE is one of the fastest-growing brands in its category. All products are held to the most stringent standards of excellence to enable professional and amateur athletes and fitness enthusiasts to reach their goals in training and life.

Xenergy (A combination of Zen and Energy, pronounced “Zen-ergy”)

XYIENCE supports the mixed martial arts lifestyle. Its energy drink, Xenergy, and its energy shot, X Shot, are the official energy drink and energy shot of the Ultimate Fighting Championship (UFC). The first energy drink created by a nutrition company, Xenergy has zero calories and is a sugar-free drink fortified with vitamins. All-natural flavors provide a consistent supply of energy, sans the “crash” inherent with most other energy drink brands. Xenergy Premium Energy flavors include Cherry Lime, Cran Razz, Mango Guava and Blu Pom. Xenergy Xtreme Energy flavors include Lemon Blast, Citrus Slam, Cherry Rush and Apple Jak’d. Xenergy is available in retail stores throughout the United States and Canada. Visit www.xyience.com for details.

XYIENCE Supplements

XYIENCE supplements provide ultimate nutrition for peak performance. With everything from NOX-CG3-for increasing strength and stamina and aiding in post-exercise recovery-to high-quality protein supplements such as the XProtein shake or the XM2 muscle meal, XYIENCE offers products scientifically formulated for specific training needs.