HOLLYWOOD, Fla. -- A reformulated Hard Rock Energy Drink will make a splash in retail this week by debuting in 650 7-Eleven convenience stores in Texas.
Hard Rock Energy Drink is a natural energy drink developed by Enterprise Beverage Group LLC (EBG) for restaurant, hotel and casino brand Hard Rock International. The drink, which debuted in 2013 in limited markets, will be available in 7-Eleven locations in Austin, Dallas, Fort Worth, San Antonio and neighboring cities, according to EBG.
Hard Rock Energy Drink offers three naturally caffeinated options that are formulated with vitamins B6 and B12 to provide consumers with a quick energy boost without the post-crash often associated with energy drinks, the company said. Flavors include Paradise Punch, Citrus and Sugar Free Citrus, each with 80 mg of caffeine. The updated, 16-ounce cans in white, black and red, are emblazoned with the iconic Hard Rock logo and retro electric guitar graphics.
“This is a huge step for Hard Rock Energy Drink to be introduced in 7-Eleven stores,” said David Drow, CEO of EBG. “EBG and HRI have put a lot of energy into this product, and we look forward to taking Texas by storm.”
As a special introductory offer, in September and October, when consumers purchase one Hard Rock Energy Drink at participating 7-Eleven stores for $2.19, they will receive another one for free.
Recently, EBG introduced the drinks in more than 40 Hard Rock Cafés across the continental United States, including locations in Dallas, San Antonio and Houston. Hard Rock Energy Drink was officially launched in select U.S. markets in December 2013. The energy drink is available online and in select retailers including Kum & Go, HyVee, Sunoco and Albertson’s.
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