September 01, 2010 08:06 ET

XYIENCE Expands Distribution of Xenergy Xtreme in New England With Blue Coast Beverages

LAS VEGAS, NV--(Marketwire - September 1, 2010) -  XYIENCE, maker of Xenergy, the official energy drink of the Ultimate Fighting Championship (UFC), has entered into a distribution agreement with Blue Coast Beverages. The new relationship increases the brand's retail presence in New Hampshire, Massachusetts, Connecticut and Rhode Island. In the first initiative involving the agreement, nearly 200 Tedeschi Food Stores have begun carrying four flavors of Xenergy -- Orange Fuel, Cherry Rush, Citrus Slam and Lemon Blast -- in those four states, along with a 2-cans-for-$3 promotion on the beverage.

On August 28, the UFC made its debut in Boston at the TD Garden arena. XYIENCE and Tedeschi teamed up to offer shoppers a chance to win two tickets to the mixed martial arts event, which featured a lightweight title fight between Frankie Edgar and B.J. Penn. Shoppers entered the sweepstakes during a special event on Tuesday, August 24 at the Tedeschi Food Store location at 1580 Dorchester Avenue, Dorchester, MA and submitted entries via text message.

"With all of the excitement around the UFC event in Boston plus XYIENCE's ability to put together a great consumer promotion, we're confident that Xenergy will have a strong performance at the retail level," says Ron Fournier, Blue Coast Beverages' vice president of sales. "XYIENCE's brand awareness in the marketplace is due in part to the growing popularity of MMA and the exposure they've gained through the UFC."

Jeff Jonke, XYIENCE's vice-president of sales for the East Coast, shares Fournier's sentiment. "Blue Coast Beverages, with its track record of success, is a great win for XYIENCE," says Jonke, "and our brand will continue to gain momentum in New England. We're looking forward to a successful relationship."

Mattapoisette, Mass.-based Blue Coast Beverages is a subsidiary of the Great State Beverages, which is headquartered in Hooksett, N.H.

About XYIENCE (Pronounced zy-ince)
Through televised broadcasts of UFC events, the XYIENCE brand reaches some 100 million-television households in North America and more than 420 million television households worldwide. For more information visit

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