Yarelis Benitez, category manager at El Dorado, Arkansas-based Murphy USA and QuickChek, which it owns, was a finalist for dispensed beverages, large chains, in CSP’s 2025 Category Manager of the Year (CMOY) awards.
This year's CMOY awards featured 14 winners across seven categories. Winners from both small (99 or fewer stores) and large chains (100 stores or more) were selected for the first time in each category.
Here is the Q&A from her conversation with CSP on launching the convenience-store chain’s first private-label energy drink and more:
What’s new and exciting in your category?
In 2025, introducing new limited-time offerings in frozen dispensed beverages and regional flavors in fountain will serve as a major differentiator. The launch of our Zero Sugar Watermelon Kick’d Up Energy dispensed drink will provide a great energy option for customers who are looking to avoid sugar in their drinks.
What do you love about your category?
I’m passionate about category management. There’s something incredibly fulfilling about crafting a concept—whether it’s a promotion, a new product launch, or a bundle—and knowing it will bring joy to someone. I take great pride in attracting new customers by introducing innovative and exciting flavors that align with market trends and customer preferences. Every region has its unique characteristics—different demographics, diverse nationalities and varying flavor tastes. Understanding these nuances allows me to connect with new customers and draw them into the store.
What trends are you watching?
Trends are evolving rapidly, and customers have become increasingly conscious of what they’re drinking and what they truly want and need.
While many trends are emerging, the following have particularly caught my attention:
- Soda waters
- Dirty sodas
- Frozen energy drinks
- Mocktails
- Cold brew
What products performed well in the past year?
Kick’d Up Energy, a dispensed drink
The energy drink market has been experiencing consistent growth year after year. However, in the dispensed beverage category, we didn’t offer an energy option for our customers. I aimed to create a flavorful yet cost-effective option that aligned with our commitment to everyday low prices. We began developing the perfect private-label fountain drink in 2022 and, in 2024, we proudly launched our first private-label energy drink, Kick’d Up Energy. Since its introduction, Kick’d Up Energy has contributed significantly to the growth of the cold dispensed sales category, driving a double-digit increase in sales year over year.
What are your goals/most looking forward to in 2025?
I’m excited about driving sales growth in our existing locations. With new competition continually entering the market, it’s becoming increasingly saturated. The challenge is how Murphy USA/QuickChek can stand out and differentiate itself. How do we capture the attention of customers and encourage repeat visits to our stores.
I’m also eager to convert pump customers into in-store shoppers. While customers appreciate the convenience of paying at the pump, I want to explore ways to create enticing promotions that encourage them to visit the store. How can we introduce a new flavor or experience that taps into their nostalgic side and draws them inside to make a purchase.
What are the biggest challenges?
Customer behavior is continuously evolving, especially as prices rise. Many consumers are becoming more budget-conscious, leading them to cut back on discretionary spending. As a result, we’re seeing a decline in store visits, with more customers opting to enjoy their drinks at home.
I’m always fascinated by the regional variations in customer preferences. It’s a constant challenge for me to ensure we’re catering to those local tastes, so we don’t miss out on potential customers just because we’re not offering the specific flavors they’re craving.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.