Vacation in a Bottle Founder Travis Hollman Leader of Relaxation Beverage Revolution

Chill Beverages Grow from Fad to Trend to a Class of their Own
By: Power Public Relations
June 4, 2010 - PRLog -- Not long ago, energy drinks dominated the functional beverage market. No one had heard of relaxation beverages, a new kind of counter-category designed to calm consumers instead of rev them up. Enter Travis Hollman, founder of ViB (pronounced “vibe”).

In 2008, Hollman launched ViB as one of the first products of its kind on the market. The company had 252% growth in 2009 and expects 400% growth in 2011.

According to the 2009 Zenith Report on Global Functional Drinks, global functional drink sales increased by 3% to 26.5 billion liters in 2009. Additionally, consumption per person is rapidly increasing. By 2013, Zenith estimates that the global market
will reach 35 billion liters. In 2010 alone, more than 200 new products have been introduced that promote relaxation. Energy drink sales may be leveling off, but relaxation sales are growing steadily.

“When we first started marketing ViB,” comments Hollman, “no one had heard of a relaxation beverage. It was a new concept for consumers. In a very short amount of time, we have not only exponentially increased our business, but we have successfully built the concept of relaxation beverages from scratch and educated the public every step of the way.” We’ve taken this from a concept to an exploding part of the highly competitive beverage market.

What started as an unknown novelty developed into a trend and is now a full blown beverage category. ViB was first available in convenient stores, then expanded to online sales and now is flying off the shelves in several mass market grocery stores coast to coast. Vacation in a Bottle is currently available in 4,500 convenience and grocery store retailers.

While ViB was the first mass-market relaxation drink created, there are now more than 50 visible players on the market. Although many of these products are made to help people sleep, ViB helps people of all ages relax and be happy without losing focus. “There are so many ways to expand this category, there’s room for all of us,” said Hollman.

The category has gained notice everywhere from grassroots blogs to the Wall Street Journal. It can be seen in the hands of rural Oklahoma residents as well as superstars such as Jessica Simpson and the Dallas Cowboys.

According to the National Institute of Mental Health, about 40 million Americans age 18 and older have anxiety problems. That’s nearly 20% of adults. “People don’t want to be wound up from an energy drink, at the end of the day, they would rather unwind,” said Hollman. “ViB lets you relax and be productive without losing your edge.”

With so many drowsy competitors, ViB is uniquely positioned as the go-to family friendly beverage that relaxes consumers while keeping them focused with its main ingredient, L-theanine, an amino acid found in green tea. The beverage is also balanced with healthy B vitamins that give ViB its calming and focus properties.

Vacation in a Bottle is also available online at and For more information, visit

About ViB
Dallas entrepreneurs Travis Hollman and Johnny Dela Valdene know a few things about fun. Right on the heels of their hit toy, The Marshmallow Shooter, the fun-preneurs are at it again with their latest creation, ViB (Vacation in a Bottle).

ViB [pronounced Vibe] is leading the next drinkable trend: the relaxation beverage. Hollman and Valdene launched ViB after seeing a growing backlash against the energy drink market. ViB’s main ingredient is the amino acid L-Theanine, the same ingredient that gives green tea its calming effect. Combined with other amino acids and B-vitamins, ViB is a low-sugar, no caffeine, lightly carbonated beverage that relaxes, while increasing focus and concentration.

And, ViB has tremendous star power behind it. Singer and actress Jessica Simpson says, “Vacation in a Bottle is the most refreshing surprise. With my crazy schedule ViB helps me to relax and stay focused. I feel less stressed and more balanced after just one. Who doesn’t love to go on a vacation! I can be there every day with Vacation in a Bottle.”

ViB has been the relaxation beverage of choice in many late night and reality show green rooms. Celebrity investors include: Cincinnati Bengals sensation Roy Williams, Dallas Stars’ Forward Mike Modano, Mavericks’ President Donnie Nelson, Phoenix Suns forward Amar’e Stoudemire, and Green Bay Packer Great, Marco Riviera.

ViB is available nationwide at major retailers including 7-Eleven, Arco AM/PM, QuikTrip, Albertsons, United Market Street and many other independent retailers nationwide.

For more information about ViB and ViB Holdings LLC, visit or follow ViB on Twitter @drinkvib. Or, visit our official fan page on Facebook at ViB – Vacation in a Bottle.

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Based in Dallas, TX, ViB Holdings LLC was founded by John de la Valdene and Travis Hollman. They launched ViB with the idea of selling a lifestyle and a sensation instead of just a liquid. For more information about ViB, visit
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