Xyience introduces Jones collector can, advises not to mix with alcohol
July 19, 2011
Xyience, the official energy drink of the UFC, announced the launch of its second in a series of its collector cans, this time featuring light heavyweight champion Jon “Bones” Jones. In addition, the back of the can will caution that the drink not be mixed with alcohol.
XYIENCE’s powerful affiliation with the UFC is a contributing factor to its year over year sales growth that checks in at a more than 38 percent increase. John Lennon, XYIENCE’s president, says that approximately half of that growth is due to the expansion of XYIENCE’s distribution network. “The strength of our partnership with the UFC and its athletes, like Jones, has had a favorable impact on our sales,” says Lennon. The full-size energy drink category is up 13.4 percent in the past 52 week period, ending May 15.
Along with Jones’ image, XYIENCE has made another addition to its packaging, one that it feels will further validate its position as the energy drink of choice for athletes and active adults. “We are including a recommendation on the back of the can advising consumers not to mix Xenergy with alcohol,” Lennon says.
Lennon goes on to explain that unlike some of its competitors, who specifically target teenage energy drinkers, XYIENCE is reaching out to a different demographic. “XYIENCE targets a young, upscale adult consumer leading a healthy active lifestyle, and Xenergy supports his or her way of life in a very authentic way. It is sugar- and calorie-free, with a moderate amount of caffeine- as much as a cup of coffee,” Lennon says. “So its sustained energy without the calories.”
The collector cans will be available September 1, 2011.
An interesting strategy by Xyience to distance itself from the recreational drinker (Red Bull and vodka anyone?) and focus on the young, active adult. It markets itself as the “pick me up for the health club.” Perhaps not the pick up drink at the night club. Indirectly, it is a public service announcement warning against drinking. Of course, there will be those that will try Xyience with Vodka(or alcohol of choice) just because.
[UPDATE] Another reason why Xyience may have included its recommendation is to distinguish its brand from Four Loko, a controversial energy drink that has been banned in states and is receiving scrutiny in others for the potential health risks associated with the drink. Xyience’s recommendation on the can may also ward off any potential investigation by state AGs that may group the energy drinks together.
It appears that the Xyience-UFC relationship has helped Xyience sales and the growing popularity of the UFC and its stars like Jones can only mean continued growth for Xyience.