By Max Rothman
When we hear about a new energy drink company with plans to snag market share from Red Bull and Monster, we’re often skeptical. With the category at such a mature state and the two linchpins not going anywhere, most new energy drinks don’t have much of a future beyond niche markets.
However, when the energy drink in question is devised by L.A. Libations, the beverage incubator that has helped carry brands such as ZICO and illy issimo to prominence, we take a closer look.
And go figure, L.A. Libations has already secured national placement in more than 8,000 7-Eleven stores for Arriba, a new horchata energy drink. The beverage was developed with a focus on the Latino market, and while 7-Eleven will be the exclusive retailer of the product over the next three months, it appears that greater distribution of the product might soon be on the way.
“Every major retailer is jumping at the bit to get it,” Danny Stepper, L.A. Libations co-founder, told BevNET. “Clearly we’re onto something. We haven’t sold any to customers yet, and so we’re not doing any victory laps, but I’ve never seen retailers so engaged.”
All In Beverage, LLC offers a different take on energy with its cross-functional beverage A-GAME. The product contains a blend of electrolytes, vitamins, minerals and carbohydrates and aims to provide consumers with hydration and energy. The company announced today that it has secured distribution with Stop & Shop, the New England-based supermarket chain.
True Drinks, Inc., the company that markets AquaBall to kids, announced Thursday that it has secured distribution for its flavored water brand in Australia and New Zealand. After months of spreading its footprint across the U.S., True Drinks is ready to bring an international presence to AquaBall, which contains no calories or sugar.
“Since inception, we have had plans of making AquaBall Naturally Flavored Water an international brand,” Lance Leonard, True Drinks CEO, said in a release.
Other distribution news:
Epicurex LLC, which markets Cocozia coconut water, announced Thursday that it has secured placement in Sedano’s Supermarkets, a Latino-focused retailer in south and central Florida.
The Alkaline Water Company, which markets Alkaline88, announced Tuesday that it has partnered with Hy-Vee, which has 235 stores in the Midwest.
Reed’s, Inc. announced Tuesday that it has secured distribution in Cincinnati and Northern Kentucky for Reed’s Ginger Brews and Virgil’s Root Beers. The distribution will be carried out by Stagnaro Distributing, which also represents MillerCoors, Heineken and a number of craft beers.