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    Circle K Giveaways Raise Beverage Awareness

    Xenergy Harley promotion generated 30-percent sales increase.

    TEMPE, Ariz. -- Recent motorcycle and car giveaways have helped Circle K convenience stores boost their beverage business.

    Shannon Moore of Tucson, Ariz., was named the winner of the XYIENCE Circle K Harley-Davidson giveaway, receiving a 2009 Harley-Davidson Sportster 883 Low.

    Heather Heller, business manager in the package beverages, beer and liquor division for the convenience store chain, and Reuben Rios, XYIENCE vice president of sales, presented Moore, a 45-year-old security officer, with his new bike at the Circle K administrative offices in Tempe, Ariz. Moore's name was selected at random from entries received during the five-week promotion in 625 Circle K locations in Arizona and Nevada.

    Circle K reported that during the promotion, sales of Xenergy Premium's four flavors -- Cherry Lime, Cran Razz, Blu Pom and Mango Guava -- increased 30 percent, though no purchase was necessary to enter the contest.

    "The promotion was very effective in raising awareness of the Xenergy brand among Circle K shoppers, evident by the increase in sales," stated Heller. "XYIENCE provided a standee of UFC (Ultimate Fighting Championship) fighter Wanderlei Silva, which grabbed shoppers' attention. Our customers identify with the Harley-Davidson brand, so the entire promotion generated a great deal of excitement in our stores."

    Moore is the second person this year to take home a new Harley-Davidson from XYIENCE. Both brands are official sponsors of the Ultimate Fighting Championship, which has gained popularity in recent years among the 18-34 age demographic, according to the beverage company.

    Earlier this year, XYIENCE conducted a similar Harley-Davidson giveaway at Kum & Go stores, where sales of Xenergy quadrupled in participating locations during the promotional period, according to the beverage company.

    In related news, David Mendoza, a student at the University of Central Oklahoma who is studying to become a physical therapist, won a 2010 Chevrolet Camaro through a contest held by Circle K and Dr Pepper, according to an article in The Oklahoman.

    Mendoza submitted an entry every day throughout the three-month contest period to win the car, which features a custom "red jewel tint" paint job that mimics the color of a Dr Pepper can. Dr Pepper and Circle K gave away 23 of the cars nationally.

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