LOS ANGELES -- As the company expands into the convenience store market, former Disney CEO Michael D. Eisner, chairman of the board at Activate Drinks, has announced the promotion of the company's chief operating officer Reza Mirza to president, effective immediately. Outgoing CEO Dan Holland will continue to serve as an advisor to the company.
Activate will be available in Circle K West and 7-Eleven West stores, as well as and Race Trac in Georgia and Florida, among others, according to the company.
"We originally brought Reza on to leverage his extensive experience in the beverage world to help us develop a vision for the brand and steer the overall growth of Activate. He's exceeded our expectations as a leader," said Eisner. "Since joining the company one year ago, Reza has provided tremendous leadership and laid the strategic framework of the company that will be the driving force as we pursue an aggressive plan for Activate's growth to a national brand."
In his new role as president, Mirza will set and implement overarching strategy as well as lead financial management and day-to-day operations as Activate ramps up for the continued growth of the brand. Additionally, Mirza will oversee all marketing and public relations initiatives along with efforts aimed at cementing a strong corporate culture at the company.
Under Mirza's leadership as chief operating officer, Activate has grown at a rate of over 50% on an annual basis.
"Activate's continued focus on innovation and brand building puts us at the forefront of the beverage world and on the brink of an expansion that will make the drinks available nationwide," said Mirza. "We have a product that truly appeals to the consumer's five senses and I couldn't be more excited to be spearheading efforts to bring our unique offerings to consumers across the U.S.," added Mirza.
Mirza joined The Rising Beverage Co., parent company of Los Angeles-based Activate, as COO in October of 2011 after serving as senior marketing manager at Nestle Waters North America. He graduated with a bachelor of science in Bio-Chemistry from the University of Madras (India) and earned his MBA in Marketing from the International Management Institute (India) as well as a master's in International Business and International Affairs from Columbia University in New York. Mirza also previously held a number of marketing roles at Colgate-Palmolive in New York.
ACTIVATE is a nutrient-enhanced water that is filled with electrolytes and a blend of Vitamins A, B5, B12, C and E, as well as other functional ingredients. The beverage also features a proprietary cap design that stores vitamins separately from the water, enabling vitamins A, B5, B12, and C to stay fresh. The nutrients are released by twisting the cap, providing a fresh dose upon consumption. Activate offers a collection of water beverages in a range of varieties free of sugar, calories and preservatives. It is naturally sweetened with Stevia.