XYIENCE Xenergy, the official energy drink of the UFC®, kicked off its relationship with Canada Dry New York on August 1. The agreement affords the Xenergy energy drink brand greater retail availability from New York to Washington, D.C. This includes potential shelf space in important grocery chains as well as independent and major convenience, and drug store chains that the distributor serves.
“We’ve had tremendous success with our existing Canada Dry distribution agreements, so the addition of Canada Dry New York adds even greater efficiency to our distribution in the Northeast,” said John Lennon, XYIENCE’s president. In August 2013, XYIENCE announced distribution agreements with Canada Dry Delaware Valley and Potomac. The addition of Canada Dry New York means that from Massachusetts to Georgia, XYIENCE’s distribution is accessing the market through independent Dr Pepper Snapple Group distributors.
XYIENCE’s July 2014 sales checked in with an 11 percent gain over last year. In the Northeast region the brand’s sales doubled while the Southeast and Midwest regions saw gains of 54 and 28 percent respectively.
“We’re having a very strong summer, and we fully expect this expanded relationship means we’re heading for a very solid finish to Q3 and beyond. It brings XYIENCE the potential of thousands of retailers in a broader region,” added Lennon.
According to Nielsen’s Convenience Track for Q2 2014, XYIENCE is up nearly 14 percent over 2013 in the convenience store channel. Lennon says that growth is driven by gains in distribution and sales velocity.
“Big wins in distribution are driving grocery growth and our marketing initiatives targeted on the convenience channel are also proving to be winners,” said Lennon. In May, XYIENCE launched a regional advertising campaign that includes print, broadcast and a progressive digital component that’s showing a click through rate that far exceeds industry standards.