@@img1Las Vegas, NV – (November, 2005) – SoBe No Fear will go for the gold in 2006 with new SoBe No Fear Gold, a great-tasting new line extension of the popular SoBe No Fear energy drink line. The new 16 oz. energy drink pairs a similar ingredient package to SoBe No Fear with a delicious citrus flavor, intense gold color and unique packaging graphics.

“SoBe No Fear has been a top-seller for us because consumers are able to link SoBe’s reputation for great tasting beverages with No Fear’s energetic, attitude-driven lifestyle. This new energy drink is simply more of what consumers expect from SoBe No Fear – great taste, energy, and even more attitude,” says SoBe Energy Brand Manager, David Luks.

The decision for the line extension was a result of category research. “Data has shown that the category is continuing to grow, with 16 oz. consumers representing more than half the volume in convenience stores. These consumers seek variety in the brands they purchase,” says Luks. “SoBe No Fear Gold has distinctively unique packaging graphics, and it’s more of what SoBe No Fear fans already like – great tasting energy. We’re confident SoBe No Fear Gold will be a hit on store shelves in 2006.”

SoBe No Fear Gold rolls onto store shelves in March 2006, and will round out the SoBe No Fear and Sugar-Free SoBe No Fear energy drink lineup. It will merit incremental shelf space, and support for the new product includes merchandising materials, print, radio and outdoor advertising, internet and promotional support, event marketing and grassroots sampling efforts.

For more information on this and other SoBe No Fear products, visit or call the Lizard Line at 800.588.0548. For press information only, contact Kristine Hinck at SoBe Beverages at