Kum & Go, Couche-Tard Running Xyience Promotions

Chains offering motocycle, UFC experience through energy drink maker

WEST DES MOINES, Iowa & LAVAL, Quebec -- Kum & Go and Xyience, the official energy drink sponsor of the Ultimate Fighting Championship (UFC), are offering shoppers a chance to win a Sportster 883 Low by Harley-Davidson, also a sponsor of the UFC. The promotion kicks off on May 1 and runs through June 30. Separately, Alimentation Couche-Tard Inc. and Xyience are offering a promotion that offers customers a chance to win a VIP experience at UFC 97: Redemption.

Xenergy case stackers featuring contest entry forms will be available at 483 participating Kum & Go locations [image-nocss] in Missouri and Iowa. Entries can be submitted online via a private landing page accessible only to those with a contest entry form that includes the address. There is no purchase necessary, and Xyience will notify the winner in early July.

"The Kum & Go/Harley-Davidson promotion is another example of how Xyience's relationship with the UFC provides an effective means of developing value-added programs for our retailers and the consumer," said Csaba Reider, Xyience CEO and president. "Xyience is committed to working with retailers like Kum & Go to develop a unique shopping experience that results in a greater connection between the consumer and both of our brands."

West Des Moines, Iowa-based Kum & Go is a pioneer in the convenience store industry. The family-owned company began in 1959 in Hampton, Iowa, and has grown to more than 400 convenience stores in 12 states (Iowa, Arkansas, Colorado, Minnesota, Missouri, Montana, Nebraska, North Dakota, Oklahoma, South Dakota, Wyoming and Wisconsin).

Xyience nutritional products provide clean, sustainable energy necessary for an active lifestyle. Established in Las Vegas in 2004, Xyience is one of the fastest-growing brands in its category. All products are held to the most stringent standards of excellence to enable professional and amateur athletes and fitness enthusiasts to reach their goals in training and life.

Xyience supports the mixed martial arts lifestyle. Xenergy has zero calories and is a sugar-free drink fortified with vitamins. All-natural flavors provide a consistent supply of energy, without the "crash" inherent with most other energy drink brands, the company said. Xenergy Premium Energy flavors include Cherry Lime, Cran Razz, Mango Guava and Blu Pom. Xenergy Xtreme Energy flavors include Lemon Blast, Citrus Slam, Cherry Rush and Apple Jak'd.

Meanwhile, Xyience is kicking off their energy drink brand Xenergy's entrance into 600 Couche-Tard stores with a promotion that offers Couche-Tard customers a chance to win a VIP experience at UFC 97: Redemption in Montreal later this month. The winners receive tickets to the fight, hotel accommodations and will attend the Xyience after fight party as VIPs. They will also be part of an exclusive meet and greet with Xyience athlete and UFC fighter Wanderlei Silva. Silva hosts Xyience's post-fight party at Club Opera on April 18 immediately following the fight. UFC announcer Bruce Buffer is the party's master of ceremonies.

Also appearing at the Club Opera event are Amber Nichole, former UFC ring girl turned Xyience spokesmodel who hosts Xyience's webisode "Tap Into MMA" and UFC cutman and Xyience spokesperson and Jacob "Stitch" Duran.

"Couche-Tard's unique micro-marketing merchandising approach is a great fit for Xenergy's co-branded promotions with the UFC," said Gus Prokos, Xyience's vice president of sales for Canada. "It is a leader in its category, and Xenergy's placement in its stores speaks volumes about the confidence Couche-Tard has in Xenergy's ability to perform against the competition. We look forward to working closely with Couche-Tard to create distinctive promotions that will enrich the consumers' shopping experience and strengthen our respective brands."Laval, Quebec-based Couche-Tard is the largest convenience store operator in Canada with a network of more than 2,000 stores in Canada operating under the Mac's & Couche-Tard brands as well as a considerable presence in the United States with more than 3,000 additional stores under the Circle K brand.