XYIENCE Lands Nationwide Safeway Deal

XYIENCE has signed an agreement to add its Xenergy products in more than 1,400 Safeway stores, drastically expanding the availability of the beverages nationwide.

Beginning in April, Safeway’s shelves will feature Xenergy Mango Guava and Cherry Lime, XYIENCE’s best-selling flavors. Around the same time that Xenergy will hit Safeway’s shelves, the company will launch a sampling initiative, which will start in Southern California and continue in various core markets.

“Our relationship with Safeway means a tremendous increase in visibility nationwide, especially in the Southern California region where Safeway has a high concentration of stores,” Reuben Rios, XYIENCE’s vice president of sales, said in a company release.

Southern California is clearly one of XYIENCE’s primary markets. The agreement with Safeway follows XYIENCE’s partnership with Statewide Beverage Company, which was announced on Oct. 31 and increased the company’s distribution by 45 percent. The partnership, which gives the drink potential shelf space in nearly 900 retail stores in Southern California, including San Bernardino, Riverside, Los Angeles, Ventura, Orange and San Diego counties, provides access to retailers such as Walgreens, Smart & Final, Albertsons and 7-Eleven, and service-station retailers such as Chevron, G&M Oil, United Oil and Car Enterprise.

Amidst growing distribution, XYIENCE earlier this month rolled out three new beverages: Xenergy + Hydration, Xenergy + Tea, and Xenergy + Lemonade. Hydration contains no caffeine, while Tea and Lemonade contain 10 mg of caffeine per ounce. The beverages debuted in Western and Midwestern states with others to follow, and are priced at $2.29 to $2.79.