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    Monarch Expands ACUTEfruit Sampling Program in C-stores

    New markets and stores added to existing marketing and distribution of the beverage line.

    ATLANTA -- Monarch Beverages is extending its sampling program of ACUTEfruit -- a nutrient-enhanced, 100-percent fruit juice energy beverage -- into new markets and additional stores.

    The company already conducts the sampling program through RaceTrac outlets in the Atlanta and Dallas-Ft. Worth markets, and MAPCO Marts in Nashville. Now, Monarch is expanding the program into Memphis, Chattanooga and Knoxville, Tenn., through MAPCO stores and select independent outlets in Atlanta.

    "We're delighted to be replicating this successful sampling program with Monarch, which serves as a win-win for both of our brands," Andy Lane, category manager for beverages at MAPCO Express, said in a statement.

    The sampling program will continue to be expanded into other markets, including Tampa and Jacksonville, Fla.; Boise, Idaho; Portland and others in the near future. Monarch said it plans to continue with its consumer marketing positioning and tag -- "I am what I A.M." -- a nod to morning product purchasing behaviors.

    Monarch markets and distributes four varieties of the non-carbonated, no sugar-added, no-preservative energy line, packaged in 15.5-ounce cans. Flavors available are: Orange Passion Fruit, Strawberry Guava, Mixed Berry Kiwi and Tangerine Apple.

    Distribution of ACUTEfruit has focused initially on the convenience and drug channels, including RaceTrac, Fasmart Shore Stop, MAPCO Mart, Flash Foods and Kerr Drug.

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