Circle K has sealed an agreement with XYIENCE, elevating its energy drink brand Xenergy to national status and giving it potential access to all 4,200 locations of the convenience store chain. The agreement comes on the heels of XYIENCE Canada renewing its agreement with Couche-Tard (parent company of Circle K and Mac's) as a national brand in that country as well.
To gain national U.S. recognition, XYIENCE, maker of Xenergy, the official energy drink of the Ultimate Fighting Championship (UFC), built on its existing two-year relationship with Circle K. The new agreement assures placement of Xenergy beverages in U.S. Circle K stores.
XYIENCE has been a national brand for Circle K in Canada (where it does business as Couche Tard and Mac's) since 2010.
Specific XYIENCE products offered at Circle K will vary by region, according to local tastes. Each region will carry a minimum of three different varieties (in any combination) of XYIENCE's Xenergy Xtreme and Xenergy Premium beverages. Zero sugar and all-natural flavors distinguish Xenergy—which was developed in 2006 by XYIENCE, a nutrition company for athletes and fitness enthusiasts—from similar products.
"As we continue to progress as a company, we're getting national authorizations with various chains. Having Circle K recognize XYIENCE as a brand it wants in its stores coast-to-coast truly cements our status as a national player and underscores the significance of what we're accomplishing in 2011," says Reuben Rios, XYIENCE's vice president of U.S. sales.
About Couche-Tard Alimentation Couche-Tard Inc. is the leader in the Canadian convenience store industry. In North America, Couche-Tard is the largest independent convenience store operator (whether integrated with a petroleum company or not) in terms of number of company-operated stores. Couche-Tard currently operates a network of 5,904 convenience stores, 4,178 of which include motor fuel dispensing. The stores are operated by 12 business units, including nine in the United States covering 42 states and the District of Columbia, and three in Canada covering all 10 provinces. More than 53,000 people are employed throughout Couche-Tard's retail convenience network and service centers.
About XYIENCE (pronounced zy-ince)
XYIENCE is the maker of Xenergy, the first energy drink created by a nutrition company. Xenergy Premium and Xtreme are sugar and calorie-free energy drinks and are available throughout the United States and Canada. Visit www.xyience.com for details.