XYIENCE Names John Lennon its New President

Nov. 22, 2010 - PRLog -- LAS VEGAS —XYIENCE, maker of Xenergy, the official energy drink of the Ultimate Fighting Championship (UFC), announces that it has selected John Lennon to serve as its new president. Lennon brings 25 years of beverage industry leadership to the growing energy drink brand, including his most recent post as president and CEO of Pabst Brewing Company. During his tenure at Pabst, Lennon led the company to its first growth in organic sales volume in 20 years, resulting in improved profitability, while guiding the company through a sales transaction process.

“John has proven himself to be a savvy CEO and his track record of success is a testament to his ability to dissect companies and revamp strategies that result in growth and solid financial performance,” says Michael Levy, XYIENCE COO and CFO. “John sees XYIENCE’s potential to become a leader in a competitive category; he shares our team’s passion for the brand and that, coupled with his vast experience in the international beverage market, will drive XYIENCE to a lead position in its category.”  

   Prior to joining Pabst, Lennon was responsible for the 2006 launch of International Beverage, USA (InterBev), a subsidiary of ThaiBev PLC, a leading producer of spirits and beer.  In his three years at the helm, the company grew to generate significant sales volume and revenue.   Today, InterBev USA imports and markets a portfolio of super-premium brands including Chang Beer, Mekhong Thai Rum and the Inver House Distillers portfolio of single malt scotch whiskies including Speyburn, Bradan Orach, Old Pulteney and Balblair.
   
   “I am honored to have the chance to take the lead role at XYIENCE. It’s an exciting brand that has tremendous growth potential,” says Lennon. “We have a talented team and the capabilities to succeed in a competitive arena. With ownership commitment to invest in the brand and company, my goal is to develop the strategic partnerships that will propel XYIENCE to the forefront of the market and to refocus our strategies and tactics so that this uniquely positioned brand will realize its full potential as a category leader.”      

   Lennon has also served as president and CEO of Pyramid Breweries, a leading player in the fast-growing U.S. craft beer category, and Beck’s North America, with responsibility for the USA, Canada and Caribbean. His background also includes a period as vice president and general manager of Guinness Caribbean and Latin America, where he served on the board of directors of several breweries and soft drink bottlers throughout the region. He also functioned in senior marketing and sales roles with the Nestle Company, Mexico’s FEMSA Cerveza, Grand Metropolitan (now Diageo) and with Guinness in both the USA and Ireland.

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.