SPIKE® Shooter launches into Hardcore Energy Drink Category in Colorado, Northern California


@@img1COLORADO SPRINGS, CO – (February 7, 2007) – In the highly competitive energy drink market, SPIKE® Shooter (SPIKEshooter.com) has launched in its first two areas of targeted distribution, Northern California and Colorado.

Northern California distributors include M.E. Fox/Heritage Beverage (Santa Clara), Saccani Distribution (Sacramento), Bassi (Santa Cruz/Monterey), Central Valley Distributing (Fresno), All Pro Distribution (San Joaquin/Stanislaus Co.), and Morris Distribution (San Francisco/Napa/Sonoma/Marin Co.)

Born out of the dietary supplement industry, SPIKE truly lives up to its name as a hardcore energy drink, featuring a world-class scientific formulation that delivers substantially more energy and neurostimulants than any other RTD beverage. Beyond that, SPIKE has revolutionized the category with a delicious soft-drink taste — and has done so with no carbs, no calories, and no sugar.

“Our goal with SPIKE was to address to two major flaws we saw with most energy drinks — vile taste and total lack of energy,” says SPIKE CEO Tim Patterson.

SPIKE management has taken a different approach toward marketing the product as well. Rather than relying solely on distributors to sell in the product and help it turn, SPIKE is hiring full-time street teams in each market it enters to ensure proper representation and, ultimately, success.

“Creating the right drink and deploying the appropriate point-of-sale materials is only half the battle,” Patterson says. “No distributor is going to care as much about this product as we do, so the only way I can feel comfortable that SPIKE is being properly represented is by having my people on the streets every day, promoting the brand, merchandising at retail, and sampling to new consumers.”

While SPIKE® Shooter is new to the energy drink category, it is far from a start-up company. SPIKE is heavily invested in action sports and currently sponsors more than 30 athletes. SPIKE is the exclusive sponsor of UFC welterweight world champion Georges St-Pierre as well as cyclocross national champion Katie Compton. SPIKE will also be sponsoring action-sports events throughout the year and will engage continuously in impromptu sampling events.

SPIKE’s radio spot features voiceover and movie-trailer legend Don LaFontaine (SPIKEshooter.com) boasting “six times the kick and six times the flavor,” while a television spot is scheduled to debut in Southern Colorado during the Super Bowl.

“We are thrilled that SPIKE is resonating in the hardcore category because the hardcore consumer is comprised of the largest and most-committed demographic makeup in the entire energy-drink category — 16 to 29 year-old males and females,” Patterson says. “Like our commercial says, ‘Once you take a sip of SPIKE, you’ll never go back.'”

SPIKE management is actively looking to partner with aggressive DSD distributorships who are passionate enough about customer service to feed the unprecedented demand for the SPIKE® Shooter.

For more information, please contact Greg Guss at (805) 660-4755 or gg@SPIKEshooter.com.