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BOCA RATON, Fla. -- DNA Beverage Corp., producers of DNA Energy Drink and DNA Beef Jerky, recently began distribution to 7-Eleven convenience stores in Southern California.
"DNA Energy Drink is committed to providing our retail partners a great-tasting product, tremendous marketing support, a built-in following and a commitment to brand building that we feel has not been offered since the inception of the energy drink category," Russ Rickon, vice-president of national sales for DNA, said in a statement. "It is our commitment to growing our brand that, we believe, will attract the quality distributors that will allow us to fully penetrate the country's largest energy drink consumer state."
7-Eleven has more than 800 convenience stores in the territory and DNA's overall plan is to service all of California, with negotiations currently in progress with other retailers.
Geoff Armstrong, DNA's marketing vice president stated: "This is a great time for us to launch at 7-Eleven because of the upcoming 2010 AMA Super Cross season that kicks off with five California races -- Jan. 9 and 23, and Feb. 13 at Angel Stadium in Anaheim; Jan. 30 at AT&T Park in San Francisco; and Feb. 6 at Qualcomm Stadium in San Diego."
DNA Beverages also recently gained distribution of its energy drink in select 7-Eleven stores located throughout Florida. The 16-ounce energy drink is available in three flavors -- Citrus, Lemon Lime and Citrus Sugar Free -- and has a suggested retail price of $1.99.
Meanwhile, DNA Beverage's wholly owned distribution company, Grass Roots Beverage Corp., added VPX/Redline products to its portfolio of food, beverage and supplement companies, which will initially be distributed to and sold in RaceTrac convenience stores.
Ralph Sabella, DNA's vice president of operations, said: "Initial Redline distribution efforts are centering on 21 counties in central and northern Florida, including Tampa and Orlando. As an approved vendor we have begun to service RaceTrac in the territory. RaceTrac has more than 500 convenience/gas locations primarily in the southeast."
The RTD, Extreme, Princess and Meltdown lines will be supplied by the distributor. Redline is produced by Vital Pharmaceuticals Inc./Red Line (VPX/Red Line), headquartered in Davie, Fla.
7-Eleven Florida Stores Drive DNA Energy Drinks
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