LAS VEGAS – It’s a knockout for XYIENCE’s energy drink brand, Xenergy Premium, which has eliminated category heavyweights Monster and Rockstar to take the title of No. 1 selling energy drink in the 16-ounce (473 ml) category at Quickie Convenience stores in Canada.The official energy drink of the Ultimate Fighting Championship (UFC), Xenergy is carried in the 47-store chain based in Ottawa, the country’s fourth largest city, in four Xenergy Premium flavors – Cran Razz, Mango Guava, Big Apple and Blu Pom. The retailer anticipates an additional sales increase with the introduction of Cherry Lime in the coming weeks.
“A combination of weather and record-setting low temperatures, as well as the proliferation of the energy shot category has resulted in a very tough year for energy drinks. Yet Xenergy has outperformed historic leaders in the category for two reasons, its UFC affiliation and taste,” says Norm Dickinson, director of marketing for Quickie Convenience Stores. “XYIENCE provides a standee of its athlete, UFC Fighter Wanderlei Silva, which has been very effective in merchandising the product, grabbing the consumer’s attention and making the initial sale. Repeat sales are based on the product taste and on its being sugar- and calorie-free. We’re looking forward to continued success with XYIENCE in the months ahead.”
The UFC and the sport of mixed martial arts (MMA) enjoy a large following in Canada. UFC 97, held at the Bell Centre in Montreal earlier this year, drew a record-setting attendance of more than 21,000 UFC fans. In 2008, UFC welterweight champion Georges St. Pierre was named Canadian Athlete of the Year, edging out athletes from more mainstream sports like hockey and baseball.
“Quickie is a valuable retail partner for XYIENCE. They worked with our team to devise a plan that capitalized on our brand’s strength and communicated the brand’s message in a way that resonates with their customers,” says Gus Prokos, vice president of sales for XYIENCE Canada.Earlier this year, Prokos reported that XYIENCE had attained an 84 percent penetration rate for convenience and gas retailers in Canada. XYIENCE president and CEO, Csaba Reider explains that’s when the real strategizing begins.
“The increasing popularity of the UFC and MMA in Canada give XYIENCE and Xenergy a great deal of brand awareness among consumers. How we leverage our UFC affiliation so that it’s effective at the retail level varies by market, so it’s critical to approach these retail relationships as true partnerships,” explains Reider.“Quickie Convenience Store’s support and execution have yielded great success for both brands. We are looking forward to developing unique promotions and merchandising options in the future.”
Through televised broadcasts of UFC events, the XYIENCE brand reaches some 100 million-television households in North America. As a part of XYIENCE’s UFC sponsorship relationship, its logo receives prime positioning on the mat and bumpers of the octagon. This often results in a fight’s critical moments taking place on or next to the XYIENCE and Xenergy logos, and translates into millions of viewer impressions for XYIENCE. Internationally, XYIENCE reaches more than 420 million television households via UFC broadcasts and Pay-Per-View broadcasts.
XYIENCE is also a sponsor of UFC Undisputed, the video game produced by THQ and released in May 2009 that to date has sold over three million copies. The brand has significant exposure in the game, with the Xenergy and XYIENCE logos appearing on the mat and bumpers of the game’s octagon and on the shorts of prominent fighters featured in the game, like Wanderlei Silva.
XYIENCE nutritional products provide clean, sustainable energy necessary for an active lifestyle. Established in Las Vegas in 2004, XYIENCE is one of the fastest-growing brands in its category. All products are held to the most stringent standards of excellence to enable professional and amateur athletes and fitness enthusiasts to reach their goals in training and life.
Xenergy (A combination of Zen and Energy, pronounced “Zen-ergy”)
XYIENCE supports the mixed martial arts lifestyle. Its energy drink, Xenergy, and its energy shot, X Shot, are the official energy drink and energy shot of the Ultimate Fighting Championship (UFC). The first energy drink created by a nutrition company, Xenergy has zero calories and is a sugar-free drink fortified with vitamins. All-natural flavors provide a consistent supply of energy, sans the “crash” inherent with most other energy drink brands. Xenergy Premium Energy flavors include Cherry Lime, Cran Razz, Mango Guava and Blu Pom.Xenergy Xtreme Energy flavors include Lemon Blast, Citrus Slam, Cherry Rush and Apple Jak’d.Xenergy is available in retail stores throughout the United States and Canada. Visit www.xyience.com for details.
XYIENCE supplements provide ultimate nutrition for peak performance. With everything from NOX-V2—for increasing strength and stamina and aiding in post-exercise recovery—to high-quality protein supplements such as the XProtein shake or the XM2 muscle meal, XYIENCE offers products scientifically formulated for specific training needs.