XYIENCE Bolsters its Distribution in New York Metro Area with New and Renewed Partnerships

LAS VEGAS (March 12, 2012)XYIENCE Xenergy, the official energy drink of the UFC, has increased its retail presence significantly in New York and New Jersey thanks to a series of distribution partnerships that include Oak Beverage Distributors and Boening Brothers in New York as well as High Grade Beverage, Fisher Thompson and Nash Beverage in New Jersey. The partnerships mean that XYIENCE Xenergy Premium has potential access to thousands of retail doors and exposure to millions of consumers in the New York metropolitan area. In New Jersey, XYIENCE’s award-winning Xenergy Xtreme Fruit Punch will be available for a limited release.

Oak Beverage Distributors, Boening Brothers and High Grade Beverage were early adopters of the sugar- and calorie-free energy drink, so re-establishing these partnerships is of particular significance for the brand. “Rekindling these important relationships with respected distributors speaks volumes about how far XYIENCE Xenergy has come in a short period of time,” says John Lennon, XYIENCE president. Since the brand’s restructuring in 2008, it has established distribution in 36 states.

“XYIENCE Xenergy fits the consumer’s needs by offering a zero calorie, sugar-free beverage, which these days is very important,” says Manny Busto, Oak Beverage Distributor’s general manager. “The product’s taste is tremendous, it stands on its own and doesn’t need to be disguised with mixers.”  Busto notes that XYIENCE’s affiliation with the UFC is also an asset for the brand. “Mixed martial arts is one of the fastest growing sports, and it has captured the attention of the energy drink demographic and established brand awareness for XYIENCE.”

Lennon adds, “In addition, adding Fisher Thompson and Nash Beverage to our roster of partners is a big step forward, and the timing is impeccable from a brand awareness standpoint,” says Lennon.

XYIENCE is the official energy drink of the UFC®, which offers the brand prominent placement on the mat and bumpers of the octagon as well as multiple on-air mentions. The UFC’s deal with Fox Sports gives the energy drink brand exposure to a more diverse audience than its Pay-Per-View broadcasts. On Saturday, May 5, UFC® on Fox 3: Diaz vs. Miller takes place at the IZOD Center in East Rutherford, N.J., offering XYIENCE an opportunity to further support its retailer relationships and brand presence in the area.

“Fox Sports puts our brand in front of the coveted 18-24 demographic, so as we expand distribution in new areas this relationship is a big win for XYIENCE and our retailers,” says Lennon, noting that according to data released by Nielsen Media Research, sponsors like XYIENCE reached an average of 4.7 million viewers during UFC on FOX 2: Evans vs. Davis that aired on Saturday, Jan. 28, 2012. At its peak, more than six million viewers tuned in for the main event.

About XYIENCE (pronounced zy-ince)

Headquartered in Las Vegas, XYIENCE products are designed to support an active and healthy lifestyle. For more information, please visit XYIENCE at www.xyience.com. Or connect with XYIENCE on Facebook, Twitter and YouTube.

Xenergy (pronounced zen-er-gy)

XYIENCE Xenergy is the official energy drink of the Ultimate Fighting Championship (UFC) and is one of the fastest growing brands in its category. The first energy drink created by a nutrition company, Xenergy is a sugar- and calorie-free drink that’s fortified with vitamins. All-natural flavors provide a consistent supply of energy, without the “crash” inherent in most other energy drink brands.  Xenergy Premium flavors include Cherry Lime, Mango Guava, Cran Razz and Blu Pomegranate.  Xenergy Xtreme flavors include Frostberry Blast, Fruit Punch, Orange Fuel and Cherry Rush.  Xenergy is available throughout the United States and Canada.