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BUFFALO, N.Y. -- While Shark Energy Drink isn't well-known in the U.S., that might change as Wilson Farms' convenience stores, a 196-unit convenience chain in upstate New York, brought the product to its convenience stores, the Buffalo News reported.
The drink, which has been in production since 1965, has started popping up in Wilson Farms' convenience stores in 8.4-ounce cans, according to the report.
While it is too early to tell how the product is being received, Paul Nanula, Wilson Farms' CEO, told the paper he felt it represented something different in the energy drink market.
"We think they have a nice niche opportunity," he said.
Shark USA is the U.S. distributor of the drink, which is made in Thailand and owned by Japan-based Osotspa Corp., according to the report. Moe Boukadida, owner of Shark USA, first found the product overseas on a business trip more than a year ago when he was the president of Fortuna Enterprises, a liquidation company based in Buffalo, N.Y.
"I'd never seen it in the U.S.," he told the paper, noting he was intrigued and started working on becoming a distributor to step up the product's presence in North America.
Boukadida told the Buffalo News he hoped to have the drink sold in Tops Markets, Wegmans and other local retail outlets. He also told the paper his goals is to make the product the area's top-selling energy drink by its first anniversary.
Locally, West Seneca, N.Y.-based Certo Brothers serves as the distributor for Shark, according to the paper.
Local promotions and events have built awareness for the product, and more are underway, including a sponsorship with the Buffalo Bisons, according to Boukadida. Nationally, Shark is promoted through sports sponsorships, including a NASCAR car driven by Kenny Wallace and a NASCAR Craftsman Truck driven by Brian Scott, the report stated.