Sometimes the opportunity to write about this business is pure joy. This is one of those times.
Once struggling to meet its financial obligations, early energy drink company Bawls Guarana announced today that it had acquired a pair of energy brands, CRUNK!!! and an outsdoorsman-focused energy shot called “Strut & Rut.”
Bawls has been on something of a growth trajectory of late, opening a few new markets in the U.S. and now Eastern Canada. CRUNK!!!, a brand that was the brainchild of the odd couple of rapper Lil’ Jon and late liquor magnate Sidney Frank, had been sold previously to Atlanta-based Solvi Brands LLC, in 2007.
Release is below.
BAWLS GUARANA PARENT COMPANY ANNOUNCES THE ACQUISITION OF CRUNK!!! ENERGY DRINK AND STRUT & RUT ENERGY SHOT
April 5, 2012 Miami, FL— The parent company of BAWLS Guarana announced that it has entered into an agreement with Solvi Brands, LLC to purchase CRUNK!!! Energy Drink and Strut & Rut Energy Shot. Although financial details of the sale have not been disclosed, the BAWLS umbrella now includes the Sidney Frank brainchild.
This transaction is incredibly significant in strengthening the combined brands in the energy platform and enhancing placement in the market. It will also offer significant value for BAWLS providing new opportunities to employees, DSD partners and fans. Through this combination, BAWLS Guarana will have far greater access to CRUNK!!!’s distribution channels and further expand its reach. Likewise, CRUNK!!! and Strut & Rut will benefit greatly from the powerful sales and marketing force that BAWLS Guarana has established. The union of these strong brands, each of which has been successful in the marketplace, provides a solid foundation for growth. Each of these brands has the ability to grow with product line extensions and while there are no immediate plans to expand any of the product lines, future flavors are already being discussed.
Business operations for BAWLS Guarana, CRUNK!!! and Strut & Rut will be consolidated and key personnel from Solvi Brands, LLC will be instrumental in the transition. “We are thrilled to add CRUNK!!! and Strut & Rut to our lineup of products and expand our roster to face the competition,” said Lisa Karell, Vice President of BAWLS Acquisition.
Since the Brand’s rebirth on March 25, 2010, the Guarana goodness of BAWLS’ smooth taste, eye-catching packaging and naturally-caffeinated kick has fueled the days and nights of millions of heavy-eyed students, techies, professionals and athletes everywhere. Headquartered in Miami, FL, BAWLS Guarana beverages are available at supermarkets, convenience stores and electronics retailers across the US. BAWLS Guarana is a refreshing, super caffeinated line of sodas infused with Guarana – a naturally-caffeinated berry harvested in the Amazonian rainforest.
About CRUNK!!! Energy Drink:
CRUNK!!! was founded in 2004 by the late industry legend Sidney Frank, the visionary marketer of Jägermeister and Grey Goose Vodka. CRUNK!!! was created by Mr. Frank to be a “better tasting and better for you” energy drink built on a premium formulation with natural ingredients, outstanding flavor profile and exceptional performance with no “crash”. CRUNK!!! Energy Drink is designed to deliver mental and physical vitality while supporting the immune system. It is made with real juice and a unique combination of herbal supplements, amino acids, complex vitamins and caffeine.
About Strut & Rut Energy Shot: Strut & Rut Energy Shot brings new life and a second-wind into the outdoorsman’s world. The flavorful 2.5 FL oz jolt of pomegranate enhances focus and fortitude during adventures, especially those in the outdoors. The energy shot blends all-natural ingredients including Ginseng and Guarana to counteract fatigue and amplify mental and physical endurance. In addition the great tasting energy shot has zero calories and no taurine.
For sales inquiries or ordering information, please contact Lisa Karell at (888) 731-9708.
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