Xyience Re-Ups National Brand Status in Circle K

Big win for Xyience today as convenience chain Circle K keeps the UFC-focused zero calorie energy drink as a national brand. With 4,200 stores in the U.S. and another 1700 in Canada, that’s a whole lot of real estate for the brand, which is trying to establish itself as an alternative to the big trio of independents, Rockstar, Monster and Red Bull.

Release follows:

Circle K Renews XYIENCE Xenergy’s National Brand Status

LAS VEGAS (February 8, 2012) – Circle K has renewed its national brand agreement with XYIENCE, continuing to give its energy drink brand Xenergy access to all 4,200 locations of the convenience store chain in the United States. This marks the second year that XYIENCE Xenergy, the official energy drink of the UFC®, has been a national brand with the chain.

XYIENCE has been a national brand for Circle K in Canada (where it does business as Couche-Tard and Mac’s) since 2010.

“Circle K is very excited about continuing a national relationship with XYIENCE in 2012. XYIENCE has continually shown commitment to overall category growth as well as taken steps in customer-first initiatives, and we have a great partnership together. Our partnership will continue to grow this year,” said Jim King, Director of National Procurement for Circle K.

XYIENCE Xenergy beverages offered at Circle K will vary by region, according to preferences of the area. Taste, an extensive flavor collection that currently includes eight varieties, and zero sugar content distinguish Xenergy—originally launched in 2006—from similar products. In 2011, Convenience Store News named Xenergy Xtreme Fruit Punch its Carbonated Beverage of the Year.

“Signing a national brand agreement with Circle K in 2011 was a highlight of a successful year that included many national authorizations. The renewal of this agreement and Circle K’s continued confidence in our brand reinforces that XYIENCE Xenergy is a national player in the category,” says Rueben Rios, XYIENCE’s vice president of U.S. sales.

 About Couche-Tard

Alimentation Couche-Tard Inc. is the leader in the Canadian convenience store industry. In North America, Couche-Tard is the largest independent convenience store operator (whether integrated with a petroleum company or not) in terms of number of company-operated stores. Couche-Tard currently operates a network of 5,904 convenience stores, 4,178 of which include motor fuel dispensing. The stores are operated by 12 business units, including nine in the United States covering 42 states and the District of Columbia, and three in Canada covering all 10 provinces. More than 53,000 people are employed throughout Couche-Tard’s retail convenience network and service centers.


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.




For more information, please contact:

Stephanie Forte, sforte@fortecreativemedia.com, 702.596.9866

Forte Creative Media PR for XYIENCE