XYIENCE Reports Triple-Digit Growth in Las Vegas Market for First Quarter 2010

April 14, 2010 - PRLog -- LAS VEGAS  –XYIENCE makers of Xenergy, the official energy drink of the Ultimate Fighting Championship (UFC), finished out a strong first quarter in 2010 in the Southwest region. According to Las Vegas-based distributor Bonanza Beverage Co., which has been carrying Xenergy since the product launched in 2006, Las Vegas-area sales of Xenergy increased 124.8 percent during the first quarter of the year, compared to the same time period in 2009. Bonanza is responsible for positioning Xenergy at prominent Las Vegas-area gas and convenience stores such as Terrible Herbst, Speedee Mart and City Stop, and grocery stores including Albertsons and Smith’s Marketplace. (http://www.xyience.com)

“We expect this trend to accelerate in the summer months that historically yield big numbers in energy drink sales,” explains Bonanza’s CEO and president Bill Gialketisis. “Terrible Herbst, which has roughly 100 stores in the market, has made a strong commitment to the Xenergy brand. Plus, other local retailers increased the shelf space dedicated to Xenergy,” he says.
Gialketisis also points to XYIENCE’s support of its retailers as a key factor for the brand’s success.  During the first quarter of 2010, for example, XYIENCE launched a series of promotional videos at local Speedee Mart stores featuring its marquee athlete, UFC fighter Wanderlei Silva, and spokesmodel Amber Nichole. In the last quarter of 2009, Speedee Mart, a 21-store chain, reported Xenergy had become the No. 2 selling energy drink overall, behind Monster Green.

Both XYIENCE and the UFC are headquartered in Las Vegas, but the brand’s presence has increasingly larger geographic appeal. XYIENCE has expanded its retail presence in the Southwest and Mountain states, adding 132 Smith’s Food and Drug and Smith’s Marketplace stores in seven states, including New Mexico, Nevada, Arizona, Utah, Wyoming, Montana and Idaho. Smith’s carries the 16-ounce sugar- and calorie-free Xenergy Premium in four flavors and Xenergy Xtreme in Cherry Rush and Citrus Slam. In Arizona, Hensley Beverage Company added more than 150 Phoenix-area retail doors for XYIENCE, placing seven Xenergy Premium and Xenergy Xtreme flavors in Fry’s Food Stores and Albertsons Grocery stores.

   “In Las Vegas, Bonanza has been a valuable partner for XYIENCE,” says Reuben Rios, XYIENCE’s vice president of U.S. sales. “We’re very pleased with our success in the first quarter in terms of Xenergy’s product performance and new relationships. We’re looking forward to a great summer selling season.” Through televised broadcasts of UFC events, the XYIENCE brand reaches some 100 million-television households in North America.  As a part of XYIENCE's UFC sponsorship relationship, its logo receives prime positioning on the mat and bumpers of the octagon. This often results in a fight's critical moments taking place on or next to the XYIENCE and Xenergy logos, and translates into millions of viewer impressions for XYIENCE.  Internationally, XYIENCE reaches more than 420 million television households via UFC broadcasts and Pay-Per-View broadcasts.

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XYIENCE is the official energy drink of the Ultimate Fighting Championship (UFC). Xenergy, is one of the fastest-growing in its category. XYIENCE also produces supplements that provide ultimate nutrition for peak performance.