Reza Mirza Joins Activate as Chief Operating Officer

Newport Beach, Calif. (October 13, 2011) – The Rising Beverage Company, (Activate Drinks), today announced that Reza Mirza, Senior Marketing Manager of Nestle Waters, will join the Activate team as Chief Operating Officer (COO) effective Monday October 17, 2011.  Reza will report directly to Dan Holland.

The addition of Reza to Activate’s team brings a critical element to the development of the brand and company.  Activate is poised for tremendous nationwide growth and Reza’s strong strategic experience will allow the company to capitalize on brand building and long term business planning.

Tata Global Beverages’ commitment in October 2010 of $21 million in growth capital has allowed Activate to develop a 2011 and 2012 plan to not only entrench the company in the West but to expand territories and develop its long term business strategy.

Reza has served in several marketing and brand development roles for over 15 years with the last 4 in beverages.  In addition, he has held leadership roles at Bosch in India and Colgate-Palmolive in New York.  He has efficiently built brands from the ground up with innovative strategic leadership and strong operational management.

Reza graduated with a Bachelor of Science degree (bio-chemistry) from the University of Madras (India).  In addition, he completed his MBA-Marketing from the International Management Institute (India) as well as his Masters in International Business and International Affairs from Columbia University in New York.

Reza will be transitioning from his home in New York to the West Coast offices of Activate in Newport Beach, California.