In the brand’s 2012 research survey of energy drink 
consumers, taste checked in as the leading motivator for purchasing Xenergy among the brand’s consumers.
consumers, taste checked in as the leading motivator for purchasing Xenergy among the brand’s consumers.XYIENCE Xenergy was honored at a special gala dinner celebrating the finalists and winners of the InterBev Awards 2012 on Wednesday, Oct. 17, 2012 at the Encore at Wynn in Las Vegas.
The InterBev Awards 2012 attracted more than 170 entries from around the globe in 30 different categories ranging from flavor to environmental responsibility to marketing. The event was a part of the InterBev Trade Fair, a beverage industry tradeshow.
“It’s an honor for XYIENCE to be recognized for our commitment to taste. Producing outstanding tasting energy drinks has never been an issue for XYIENCE Xenergy. We lead on taste,” said John Lennon, XYIENCE’s president. In the brand’s 2012 research survey of energy drink consumers, taste checked in as the leading motivator for purchasing Xenergy among the brand’s consumers. The added benefit that XYIENCE Xenergy is sugar- and calorie-free followed closely behind.
“I would like to extend a special congratulations to Susan Curry, XYIENCE’s vice president of operations who oversees the development of our beverages and to Reuben Rios, XYIENCE’s vice president of U.S. sales who is responsible for the tremendous strides we’ve made in distribution,” he said.
In the energy drink category, XYIENCE Xenergy is a pioneer of sugar-free, zero-calorie beverages, which is a direct reflection of the brand’s integrity and promise to its core consumer: adults leading an active lifestyle. As the official energy drink of the UFC, XYIENCE Xenergy has evolved into a lifestyle brand catering to athletes, fitness enthusiasts and adults on the go. It took the lead in the category by disclosing its caffeine content on its packaging along with a recommendation that Xenergy not be mixed with alcohol or consumed by children.
XYIENCE Xenergy experienced substantial growth in 2012. In August, the brand’s newest flavors Melon Mayhem and Tangerine Twister, hit retail shelves joining its award-winning line. In October, XYIENCE premiered three new products to overwhelming response at the National Association for Convenience Stores (NACS) Expo 2012: Xenergy + True Hydration, Xenergy + Tea and Xenergy + Lemonade, all of which are due to hit the shelves in early 2013.
According to the recent “State of the Industry” report in Beverage World Magazine, XYIENCE Xenergy is now ranked No. 7 nationally among energy drinks and is the fastest growing top-10 brand in the energy drink category. The brand also enjoys the No. 5 spot in the Western U.S. In Q3, 2012 XYIENCE expects to exceed its record-setting sales recorded in Q2, 2012. Its U.S. sales growth is up 30% for 2012. This year, XYIENCE’s retail store count increased by nearly 20%, bringing the brand into roughly 45,000 stores around the U.S. thanks to its growing number of distribution partnerships on the East and West Coasts and in the Southeast.
