Ex Drinks Ceases U.S. Operations

Ex Drinks is an ex-beverage company… at least in the U.S.

On Friday, the company, which marketed a range of functional beverages, announced that it would cease sales in the U.S. The company notified BevNET and other business contacts of the news via a short e-mail, which offered no specific details on the decision.

“Ex Drinks, LLC was hopeful to move forward based off the collective hard work, substantial growth and success,” the company said in the e-mail. “Regretfully, we are no longer able to bring Ex Drinks to the US market.”

Company executives have not responded to calls for further comment.

Owned by Otho and Deborah Behr, a husband and wife team that are heirs to the Behr Process Corp., makers of the Behr line of paints, the company operated as the exclusive U.S. distributor of the Extreme Drinks Company, a subsidiary of UK-based The Extreme Sports Company. Ex Drinks sold natural beverages in several categories including relaxation, enhanced water and energy.

Ex Drinks joins a growing list of beverage brands this year that have been pulled off the market, including Mix1, Bossa Nova, Bean & Body and CasCal. Considering the consistent pace of shutdowns over the past three months, could Queen’s “Another One Bites the Dust,” end up being the 2013 anthem for the beverage industry? We certainly hope not.