"DNA Energy Drink is committed to providing our retail partners a great tasting product, tremendous marketing support, a built-in following and a commitment to brand building that we feel has not been offered since the since [image-nocss] the inception of the energy drink category," said Russ Rickon, DNA's vice president of national sales.
He added, "It is our commitment to growing our brand that, we believe, will attract the quality distributors that will allow us to fully penetrate the country's largest energy drink consumer state."
Geoff Armstrong, the company's marketing vice president, said, "This is a great time for us to launch at 7-Eleven because of the upcoming 2010 AMA Super Cross season that kicks off with five California races: January 9, 23 and February 13 at the Angel Stadium in Anaheim, January 30 at AT&T Park in San Francisco and February 6 at Qualcomm Stadium in San Diego."
DNA Energy Drink is a product of DNA Beverage Corp., Boca Raton, Fla.DNA Energy Drink comes in 16-oz. cans in flavors including Lemon Lime, Citrus and Citrus Sugar Free and sells for a suggested retail price of $1.99.
DNA Beverage, with its roots in action sports, is the title sponsorship of the Star/Yamaha Racing Team, which competes on a world-class level in Supercross and Motocross. DNA Energy Drink can also be found in other action sports such as surfing, BMX riding, wakeboarding and skateboarding. It has strong recognition within the action sports community including the stores and venues that support these athletes and participants and is a regular at skate parks across the Southeast. Its 80-foot DNA-branded semi-trailer is a fixture at events all over the country, and it regularly supports its retailers and distributors and at various community and charitable functions such as the van's recent appearance at the Joe DiMaggio Children's Hospital in Hollywood, Fla.
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