Concentrate USA, LLC, headquartered in Fort Lauderdale, Florida, manufacturer and distributor of MAXXX energy in the Americas, announces the strategic alliance of its subsidiary Concentrate Panama S.A. and Cerveceria Baru Panama (75 % Heineken, 25 % La Florida S.A.) to distribute MAXXX energy exclusively in the Republic of Panama. The agreement was signed for 5 years with a retail value of over US$ 7 million.
This is Concentrate USA’s second Strategic Alliance with a major distributor in Central America. It’s Costa Rican Alliance Partner Cerveceria La Florida S.A. (75 % La Florida S.A., 25 % Heineken) – the leading local beer manufacturer – has successfully distributed MAXXX energy since January of 2004. In less than 6 months MAXXX energy’s sales increased from 5,000 to 10,000 cases/month and its market share to over 65%.
The joint roll out in Panama is scheduled for January 3, 2005. Concentrate Panama’s existing MAXXX energy customer base will be gradually implemented in the 42 sales routes of Cerveceria Baru Panama. The prime objective of this alliance is to increase MAXXX energy’s presence and distribution in Panama and give access to a larger number of potential on and off premise customers. A major marketing campaign is scheduled to back up the launch.
Lukas Piffl, Vice President International Sales and Marketing, Concentrate America Inc. states: “Our objective is to position MAXXX energy as a premier brand in this fast growing beverage segment. The Panamanian market, currently at 2-cans/capita/year, is expected to increase by 500% in the coming 5 to 7 year period. The growth potential is enormous!”
MAXXX energy PROs (Brand Managers) will support Cerveceria Baru’s sales force and help familiarize them and Barus’ customers with the MAXXX energy brand and the energy drink category as a whole. Concentrate America views this as an important investment in their brand and based on the results generated in Costa Rica, (the best developed Central American energy drink market according to AC Nielson) the concept works.
MAXXX energy is energetically RED and has a tropical fresh carbonated flavor. Its unique taste is the key formula for MAXXX energy’s success. Please visit www.maxxxenergy.com
For more information contact: Damian Burke: