Marketing boost for Extreme Drinks

Related tags Alcoholic beverage

UK company Extreme Drinks is expanding distribution of its
functional beverage range thanks to an agreement with Allied Domecq
subsidiary CG Hibbert. The energy and sports drinks will soon be on
sale in duty free outlets.

An eclectic range of drink brands from the UK's Extreme Drinks is set to benefit from a major boost in European duty free and travel retail sales following a new agreement.

Extreme Drinks' brands will be sold in duty free outlets across the continent by CG Hibbert, a unit of British drinks giant Allied Domecq with a long history of supplying the duty free business.

Hibbert will carry the full range of Extreme brands - Extreme Energy (a combination of kombucha - Asian fermented tea - ginseng and guarana), Chillout (described by the company as a 'come down' drink and containing camomile, valerian, lemongrass and St John's Wort), Sport (a serious rehydration drink for athletes containing Hyprol, the revolutionary ingredient from Quest, and Wokka Saké, an unusual mix of pure grain vodka, Japanese saké, ginseng and fruit.

The Hibbert deal is just the start of a major international push by Extreme Drinks. The company said it would shortly announce another distribution deal covering the Alps, while in the UK it has just extended the listing of its products in several upmarket hotels and bars in London.

The agreement with the Schrager group will see the first supply deals for Wokka Saké, Extreme Energy and Extreme Chillout, which will now be sold not only in the hotel bars and restaurants, but will also feature in the minibars in the hotel rooms themselves.

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