Press Releases

XYIENCE Names Beverage Industry Veteran Jeff Jonke VP of Sales

XYIENCE recently named Jeff Jonke vice president of sales for the eastern region of the U.S.Jonke has over 20 years of experience in the beverage industry with companies such as Anheuser Busch, Arizona Beverage, Rockstar Energy and Hansen Beverage.

LAS VEGAS (July 16, 2010)—XYIENCE, maker of Xenergy, the official energy drink of the Ultimate Fighting Championship (UFC), recently named Jeff Jonke vice president of sales for the eastern region of the U.S. Jonke works closely with Reuben Rios, vice president of sales for the western region of the U.S., to develop and maintain relationships with key retailers and distributors as well as identify new markets in the United States to further establish the brand. Jonke has over 20 years of experience in the beverage industry and has held senior-level positions with companies such as Anheuser Busch, Arizona Beverage, Rockstar Energy and Hansen Beverage.

“XYIENCE experienced a resurgence that I found intriguing, so that, coupled with the brand’s future growth potential, created an opportunity that I couldn’t resist,” Jonke says of his choice to join the XYIENCE team and oversee sales in states east of the Mississippi River and in Texas. Prior to joining XYIENCE, Jonke was vice president of sales at Bond Laboratories Inc., a national provider of premium beverages. During his tenure at Bond, Jonke established relationships with major retailers such as 7-Eleven, Target and Walmart. He’s confident that his expertise in the industry will benefit XYIENCE in the months ahead. “It’s exciting to be a part of a brand that has enormous potential in a very exciting category,” Jonke says. “I’m looking forward to working with the Reuben Rios and our sales team to build XYIENCE into a top five brand.”

“Jeff brings a wealth of beverage industry knowledge to XYIENCE,” says Michael Levy, XYIENCE’s COO and CFO. “Over the years, he’s achieved great success developing sales strategies for brands in various phases of the product lifecycle, so his perspective is very well rounded. Jeff is a great addition to the XYIENCE team and we’re looking forward to increased growth for Xenergy in the eastern U.S.”

From 2004 until 2008, Jonke worked as senior vice president of sales and marketing at BooKoo Beverages, where he built the company’s sales and marketing program from the ground up and increased sales from $200,000 to $18 million in the first two years. As a sales and distribution consultant with Rockstar Energy, Jonke built relationships with distributors in the Midwest and on the East Coast and also was able to gain access to key chain accounts in the East such as Wawa, Pathmark, Stop & Shop and more.

Jonke received his Bachelor of Science degree in 1986 from The State University of New York at Cortland. He currently resides in Lucas, Texas with his wife and three children.

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.

About XYIENCE (Pronounced z’eye-ence or zy-ince)

XYIENCE nutritional products provide clean, sustainable energy necessary for an active lifestyle. Established in Las Vegas in 2004, XYIENCE supports the mixed martial arts lifestyle and 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. Visit for details.

Xenergy (Pronounced zen-ergy)

Xenergy is the official energy drink the Ultimate Fighting Championship (UFC). The first energy drink created by a nutrition company, Xenergy has is a sugar- and calorie-free drink that’s fortified with vitamins. All-natural flavors provide a consistent supply of energy, sans the “crash” inherent with most other energy drink brands. Xenergy Premium flavors include Cherry Lime, Cran Razz, Mango Guava and Blu Pom. Xenergy Xtreme flavors include Orange Fuel, Lemon Blast, Citrus Slam, and Cherry Rush. Xenergy is available in retail stores throughout the United States and Canada.

XYIENCE Supplements

XYIENCE is the original fight nutrition brand. Its supplements provide ultimate nutrition for peak performance and include products such as NOX-CG3—for increasing strength and stamina and aiding in post-exercise recovery and XY-PRO, an advanced protein complex. XYIENCE supplements are available throughout the United States and Canada.