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    7-Eleven To Carry Relaxation Drinks

    Test market of new functional beverage exceeded c-store operators' expectations.

    HOUSTON -- 7-Eleven Inc. is adding Innovative Beverage Group' Holdings Inc.'s " extreme relaxation beverage," drank, to its stores nationwide.

    "At 7-Eleven, it's about delivering great customer satisfaction and the products our customers want," said Jim Fletcher, 7-Eleven category manager for non-alcohol beverages. "A recent test of drank sales in a few hundred stores exceeded our expectations so much that we are adding drank to our nationwide in-store product assortment within the next few weeks.

    "Although we are a global corporation, we are a nimble retail operation with the ability to take advantage of local trends and products that customers want and distribute them nationally. [The drink] opens up a new area of the functional beverage category for 7-Eleven, bringing the hot, new trend of relaxation beverages directly to our consumers."

    When the concept for drank relaxation beverage took root in early 2008, an army of energy drinks was vying for prized market share in the hottest cold beverage trend in the United States. Rather than join the masses, Innovative Beverage Group introduced drank, with the slogan "slow your roll." The lightly carbonated beverage promises relaxation—not energy—through its carefully formulated infusion of melatonin, valerian root and rose hips.

    "As a longtime customer, as far back as my childhood in Rochester, N.Y., I have always viewed 7-Eleven as an iconic brand," said Peter Bianchi, CEO of Innovative Beverage Group and creator of drank. "As such, securing shelf space at 7-Eleven has not only been a top priority for our roll-out strategy but a personal goal of mine. "Since drank's introduction less than a year ago, we have consistently expanded our presence through strategic partnerships with a variety of widely respected beverage distributors. Now that 7-Eleven has become the first retail chain to roll out drank on a national level, it not only fulfilled a dream of mine but reinforced the fact that we have something really big on our hands and that our hard work is paying off."

    "In just the short time that we've been selling drank, we've already seen that it is both in demand and an innovation in the functional beverage category. The product is truly relevant to today's trendy consumer, a beverage that fits in the 7-Eleven mix and is a drink our customers want."

    Retail prices for a 16-ounce can of drank range from $1.99 to $2.49, comparable to other drinks in the functional beverage market.

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