Circle K Renews Xenergy’s National Brand Status

“XYIENCE has continually shown commitment to overall category growth as well as taken steps in customer-first initiatives, and we have a great partnership together,” says Circle K spokesperson.

Circle K has renewed its national brand agreement with XYIENCE, continuing to give its energy drink brand Xenergy access to all 4,200 locations of the convenience store chain in the U.S.

This marks the second year that XYIENCE Xenergy, the official energy drink of the UFC, has been a national brand with the chain.

XYIENCE has been a national brand for Circle K in Canada (where it does business as Couche-Tard and Mac’s) since 2010.  

“Circle K is very excited about continuing a national relationship with XYIENCE in 2012. XYIENCE has continually shown commitment to overall category growth as well as taken steps in customer-first initiatives, and we have a great partnership together. Our partnership will continue to grow this year,” said Jim King, director of national procurement for Circle K.

XYIENCE Xenergy beverages offered at Circle K will vary by region, according to preferences of the area. Taste, an extensive flavor collection that currently includes eight varieties, and zero sugar content distinguish Xenergy—originally launched in 2006—from similar products.

“Signing a national brand agreement with Circle K in 2011 was a highlight of a successful year that included many national authorizations. The renewal of this agreement and Circle K’s continued confidence in our brand reinforces that XYIENCE Xenergy is a national player in the category,” said Rueben Rios, XYIENCE’s vice president of U.S. sales.

Alimentation Couche-Tard Inc. operates a network of 5,904 convenience stores, 4,178 of which include motor fuel dispensing. The stores are operated by 12 business units, including nine in the U.S. covering 42 states and the District of Columbia, and three in Canada covering all 10 provinces.

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