Step Aside Coke And Pepsi – Seattle Is Home To A $500 Million Beverage War

‘relaxation beverages’ fight for shelf space at seattle retailer from north end to west seattle
By: Power Public Relations
July 7, 2010 - PRLog -- Step aside Coke and Pepsi. Relaxation drinks are heading to the frontlines of a new beverage war in Seattle. The battle lines are being drawn at Seattle grocery and convenience stores including Jacksons Food Stores, Fred Meyers, QFC and Albertsons.

According to Vacation in a Bottle founder and CEO Travis ,Hollman, a great deal of media attention has surged around ‘energy drinks’ but he says the real fight lies in the fast-growing relaxation drink market which expects to hit $500 million in category wide sales.

“The real fight is going to be on the grocery aisle,” says ViB co-founder Travis Hollman.

“Vacation in a Bottle was the first to market with placement in national convenience and grocery store chains with a family-friendly drink that helps you to relax, chill out and be happy,” Hollman explains.

Hollman formulated the lightly carbonated beverage for all ages. Its key ingredient is L-theanine, the same amino acid found in green tea.  

The drink has celebrity appeal too. And some celebrities are drinking up profits.

All Star forward and the newest member of the New York Knicks, Amar’e Stoudemire is one such example.

“Our celebrity roster of fans and brand-name investors sets the mark for our competitors.” says Hollman. “At this point, everyone else is trying to catch up.”

Hollman does have one concern however. “When I see beverages laced with melatonin, pushing the envelope, using shock-value marketing by comparing themselves to a very dangerous street drug, and offering even more ‘extreme’ versions of their drinks in a two-ounce shot form, I know they are grabbing at anything they can to gain market share while bringing negative attention to the relaxation category as a whole.”  

Hollman adds, “Extreme relaxation is counter-intuitive, and not a healthy approach. Melatonin is recognized for increasing drowsiness and inducing sleep, not relaxation. We are staying true to our brand’s founding principles of providing a healthy beverage that is low in sugar and delivers on taste and relaxation, Our product contains only 60 calories compared to Drank’s whopping 220 calories and 54 grams of sugar. Best of all, Vacation in a Bottle provides a relaxed and peaceful feeling without the crash associated with energy drinks or extreme beverages.”

ViB has been leading the category with its Pomegranate Berry and Mango Lime flavors.

About Vacation in a Bottle
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.

In Seattle, ViB is sold at Jacksons Food Stores, Fred Meyers, QFC and Albertsons.

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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