Xyience Xenergy, the official energy drink of the UFC, announced that a new distribution partnership with Worcester, Mass.-based Polar Beverages will expand the brand’s presence in New England. Polar will offer all eight flavors of Xenergy energy drinks, the first sugar- and calorie-free energy drink line.
The relationship that kicked off on June 2 means potential shelf space for Xenergy in thousands of retail doors, including convenience stores like convenience like Sunoco A+, Circle K, Alliance Energy and Nouria, along with grocery and specialty stores, both major chains and independents. Xyience will support the relationship with online and in-store promotions designed to appeal to New England area consumers.
“Polar Beverages has a long history of success working with unique beverage brands that appeal to the consumers in the healthy and active lifestyle space, so they are an ideal partner for XYIENCE Xenergy,” says John Lennon, Xyience’s president. “New England is an important growth area for Xyience and we’re confident that with our relationship with Polar will mean success for our brand in the region.”
This news coincides with very positive sales results for the energy drink brand. As of May 31, Xyience’s year-to-date sales were up 36 percent in Northeast region. “This is an ideal way to kick off the summer in the Northeast,” adds Lennon. “Our relationship with Polar is sure to carry that momentum forward.”
