XYIENCE Xenergy, the official energy drink of the UFC, announced a new partnership with Capital Distributing LLC that will offer access to more than 1,800 retail doors within the eight counties in the Oklahoma City metro that the distributor serves.
The agreement includes all eight of XYIENCE Xenergy’s award-winning sugar- and calorie-free flavors as well as the complete collection of XYIENCE’s non-carbonated beverages Xenergy + Tea, Lemonade and Hydration. XYIENCE’s relationship with Capital means the brand can secure retail shelf space in convenience retailers, including Circle K and On Cue and in grocery stores like Buy for Less, Crest Foods and Homeland.
XYIENCE has experienced tremendous success in other areas of Oklahoma like Tulsa thanks to its distribution partnership with Love Bottling Co., which has offered the brand exposure in leading retailers such as Buy for Less, Homeland and Reasor’s Grocery.
“It’s clear that the leadership team at Capital is committed to building and growing brands so this is a very exciting relationship for XYIENCE,” said Reuben Rios, XYIENCE vice president of U.S. sales. “We have been very impressed with the emphasis both of our Oklahoma partners place on building solid relationships with their retailers and the brands in their portfolios. The commitment to solid, long-term relationships is a crucial ingredient to a successful future.”
XYIENCE Xenergy is the fastest growing among the top 10 brands in its category, although one might say it’s creating a category of its own with hybrid energy + hydration offerings. In November, XYIENCE reported 20 percent year-over-year sales growth figures. The XYIENCE management team attributes this success to continued growth within key market such as the Northeast and Southeastern regions, coupled with the success of its Xenergy + non-carbonated line that hit shelves earlier this year.