XYIENCE Taps into Major East Coast Metro Areas with Multiple Distribution Deals

LAS VEGAS (September 21, 2009) – XYIENCE, the official energy drink of the Ultimate Fighting Championship (UFC), has knocked out another big win on the East Coast, giving Xenergy Xtreme’s four flavors-Cherry Rush, Lemon Blast, Citrus Slam and Apple Jak’d-major exposure through roughly 7,000 independent retailers in key metropolitan areas, including New York City and Philadelphia.

A distribution agreement with Beverage Incubators, Inc., formerly Victory Beverage, in Bensalem, PA-distributor of major brands like Nesquik, Skinny Water and Function-opens over 2,000 independent retailer doors in Delaware and the South Jersey and Philadelphia areas for XYIENCE. Darren Matik, president of Beverage Incubators, Inc., notes that XYIENCE’s affiliation with the UFC was a key factor in picking up the brand. “We’re not tasked with going out and developing another brand. The energy drink category is competitive and awareness already exists in the marketplace, because of XYIENCE’s association with the UFC,” he says. “In addition to that, XYIENCE’s relationship with the UFC enables Beverage Incubators to engineer unique promotions at the retail level.” Beverage Incubators, Inc. and XYIENCE kicked off the relationship with a personal appearance by XYIENCE athlete and famed UFC fighter Matt Serra, at the Jetro Cash and Carry in Philadelphia. The event coincided with UFC 101, held at the Wachovia Center in Philadelphia in early August.

In the metro New York City area, newly established relationships with members of the Northeast Independent Distributor Association (NIDA), an alliance of distributors with major purchasing and distribution power in states from Maine to New Jersey, significantly boost the brand’s presence. In New Jersey, XYIENCE has entered into distribution agreements with Fisher-Thompson Beverage, based in Flanders, which services a portion of Somerset county as well as Hunterdon, Warren and Morris counties; High Grade Beverage/Briar’s USA, a South Brunswick-based A-B distributor that services parts of sections of Somerset county and Middlesex, Mercer, Union, Sussex and Passaic counties; and J.D. Beverage in Newark, which handles Bergen, Essex and Hudson counties.

XYIENCE has also picked up additional retail real estate in Connecticut’s Fairfield County, home to the state’s four largest metropolitan areas, by striking an agreement with NIDA member B&E Juices. Combined, these relationships put Xenergy Xtreme in front of consumers in almost 5,000 independent retail outlets in the area.

According to Guy Battaglia, High Grade Beverage/Briar’s USA’s corporate vice president, XYIENCE’s affiliation with the UFC was a big factor for the group’s decision to distribute Xenergy Xtreme, and is an important selling point in his marketplace. “The choice to move forward was an easy one. XYIENCE came to us with a great product and effective packaging that includes the UFC logo in an eye-catching position on the front of the can,” explains Battaglia. “Excitement about the UFC throughout the U.S. is on the rise, and XYIENCE is a big part of the sport. Fans therefore identify with the brand, and because Xenergy is a great tasting drink, those fans will translate into customers for our retailers.”

“An East Coast presence is of paramount importance to XYIENCE, so we’re thrilled to establish these new relationships. It’s been an exciting process for XYIENCE to work with this group of distributors, who are tuned into the trends in their area and see very clearly how those can play out at the retail level,” says Csaba Reider, XYIENCE president and CEO. “After the UFC’s tremendous success in Philadelphia, we’re looking forward to leveraging that relationship to bring value to our distributors, retailers and ultimately the consumer.”

Through televised broadcasts of UFC events, the XYIENCE brand reaches some 100 milliontelevision households in North America. As a part of XYIENCE’s UFC sponsorship relationship, its logo receives prime positioning on the mat and bumpers of the octagon. This often results in a fight’s critical moments taking place on or next to the XYIENCE and Xenergy logos, and translates into millions of viewer impressions for XYIENCE. Internationally, XYIENCE reaches more than 420 million television households via UFC broadcasts and Pay-Per-View broadcasts.

XYIENCE is also a sponsor of UFC Undisputed, the video game produced by THQ and released in May 2009 that to date has sold over three million copies. The brand has significant exposure in the game with the Xenergy and XYIENCE logos appearing on the mat and bumpers of the game’s octagon and on the shorts of prominent fighters featured in the game, like Wanderlei Silva.


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 “Zenergy”)

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-V2-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.