This week saw beverage brands hailing from a broad spectrum of categories aligning with new distribution partners and retailers across the U.S.
Outlaw Energy, a new energy drink brand developed by serial beverage entrepreneur Lance Collins, announced that it has finalized a partnership with Avanzar Sales and Distribution for coverage in Southern California. Avanzar, a subsidiary of Level 5 Beverage Company and parent company, Minerco Resources, Inc., will be responsible for sales and distribution of Outlaw in nine counties from Santa Barbara to San Diego. Avanzar has a client base of over 5,300 retail locations, according to the company.
Collins, who is the creator of Fuze, Nos Energy, Body Armor and Core Water, has launched Outlaw amid the massive transition of Monster Energy from an independent DSD network comprised primarily of Budweiser distributors to the Coca-Cola Co. system. Avanzar is expected to tap into void left Monster at Bud-aligned wholesalers filling in gaps with Outlaw, which comes in four varieties and notable for its bullet-pocked label design.
From one functional beverage brand to another (albeit one with a very different formulation and positioning), Cheribundi has announced that its tart cherry juices are now carried by Safeway at 1,280 of its company-owned locations. Cheribundi’s 32 oz. Tart Cherry Juice, Tart Cherry Juice Light and 4-pack of Tart Cherry Juice are available at Safeway and Safeway banners Vons and Randall’s. Cheribundi CEO called the new deal as “a great opportunity to expand our distribution nationally and will accelerate our presence on the west coast.”
In the convenience channel, True Drinks has announced new distribution of its AquaBall kids’ drinks at over 1,100 locations of Casey’s General Stores. AquaBall is a brand of flavored, zero-calorie waters packaged in sphere-shaped bottles. True Drinks has licensing agreements with Disney and Marvel for use of its characters on AquaBall labels.
Other notable distribution deals:
Mix1 has partnered with Great State Beverages for distribution of No Fear Energy. Mix1, which acquired the No Fear brand from Shadow Beverages in March, will lean on Great State for distribution of the energy brand throughout New Hampshire with the exception of the Keene market and the northwest corridor.
KonaRed’s line of coffee fruit-based beverages are now available at The Food Emporium at 12 locations in Manhattan.
Victoria’s Kitchen has landed new placement for its European-inspired beverages at Ralphs grocery stores. The company’s Almond Water, Almond Water with Coconut and Organic Ginger Limeade will now be available at 126 Ralphs locations.