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Previously, Xenergy occupied shelf space in fewer than 40 Stripes stores in the region. With the new agreement, the drink will have potential access to 537 Stripes locations, according to XYIENCE. The pact also brings Xenergy to select Stripes locations in Oklahoma and New Mexico.
Under the deal, Stripes -- a division of Susser Holdings Corp. -- will carry up to four flavors of the sugar-free, zero-calorie drink. The product lineup includes Mango Guava, Cherry Lime, Fruit Punch and Frostberry Blast.
"Stripes is a leader in convenience store retailing in the region, so their increased commitment to our brand is a significant milestone for XYIENCE in this region," said Reuben Rios, XYIENCE vice president of U.S. sales. "Stripes is an important retail partner who enabled XYIENCE to further our brand loyalty in the region."
XYIENCE Xenergy is the official energy drink of the UFC (Ultimate Fighting Championship) and has found retail success by pairing UFC fighters and convenience stores with in-store appearances. For example, fighter Anthony "Showtime" Pettis will visit three QuikTrip c-stores in the Atlanta area this weekend, as CSNews Online previously reported.