Safeway Adds Xenergy

New retail relationship adds more than 1,400 stores to the official energy drink of the UFC’s retail roster.

Safeway Inc. is adding energy drink brand Xenergy in more than 1,400 of its stores nationwide.

The retailer will offer the zero-calorie and sugar-free energy drink’s best-selling flavors: Mango Guava and Cherry Lime. Consumers can expect to see Xenergy on Safeway’s shelves in April.

“Our relationship with Safeway means a tremendous increase in visibility nationwide, especially in the Southern California region where Safeway has a high concentration of stores,” said Reuben Rios, XYIENCE’s vice president of sales. “We are thrilled to be aligned with a leading retailer like Safeway and look forward to successful relationship.”

XYIENCE Xenergy is the fastest growing of the top 10 brands in its category, according to 2012 Nielsen data. Beverage World Magazine recently recognized the brand in a cover feature as the “silver lining,” within the energy drink category.  Xyience expects this relationship will continue to build on that momentum.  Safeway also has a strong presence in other important core markets for XYIENCE like the Pacific Northwest and Rocky Mountain region. 

XYIENCE Xenergy energy drink beverages will hit Safeway’s shelves about the same time the brand launches a mobile sampling initiative. The program will kick off in Southern California and will travel to various core markets for XYIENCE making stops at lifestyle venues that cater to the brand’s target market.




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