New Beverage War Erupts Among 'Relaxation Beverages'
DALLAS, July 13 /PRNewswire/ -- Step aside Coke and Pepsi. Relaxation drinks are heading to the frontlines of a new beverage war.
Category leader, ViB (Vacation in a Bottle) has marched nationwide, taking on Drank, Purple Stuff, Gatorade Tiger and many other relaxation beverages with similar claims.
"The gloves are officially off," says ViB co-founder Travis Hollman.
According to Hollman, a great deal of media attention has surged around "energy drinks," but he says the real fight lies in the fast-growing relaxation drink market.
"ViB was the first to market with placement in national convenience and grocery store chains like 7-Eleven, QuikTrip and RaceTrac with a family-friendly drink that helps you to relax, chill out and be happy," Hollman explains.
ViB (pronounced Vibe) is formulated for all ages to calm and relax, while maintaining focus and concentration. ViB's main ingredient is L-theanine, the same amino acid found in green tea. In addition to creating relaxation and enhancing focus, L-theanine is widely recognized as an alternative/supplemental form of treatment for individuals with ADD/ADHD and autism.
Even sports drink giant Gatorade is dipping its corporate toes in the water with its version called Gatorade Tiger Focus. Like Hollman's ViB, it contains the amino acid, L-theanine. Hollman expects other big players to join the relaxation category, but he is not concerned.
According to Hollman, Vacation in a Bottle was the first relaxation beverage to gain market share, distribution and celebrity appeal. Entertainer Jessica Simpson, Phoenix Suns Forward Amar'e Stoudemire and Dallas Cowboy Jason Witten are just a few of ViB's biggest fans and some are even investors. "ViB is undoubtedly the market leader. The competition is simply trying to play catch up at this point," says Hollman.
Hollman does have one concern however, "When I see beverages like Drank, pushing the envelope, using shock-value marketing by comparing themselves to a very dangerous street drug, and offering even more 'extreme' versions of their drinks in a two-ounce shot form, I know they are grabbing at anything they can to gain market share while bringing negative attention to the relaxation category as a whole."
Hollman adds, "Extreme relaxation is counter-intuitive, and not a healthy approach. Melatonin is recognized for increasing drowsiness and inducing sleep, not relaxation. We are staying true to ViB's founding principles of providing a healthy beverage that is low in sugar and delivers on taste and relaxation. Our product contains only 60 calories compared to Drank's whopping 220 calories and 54 grams of sugar. Best of all, ViB provides a relaxed and peaceful feeling without the crash associated with energy drinks or extreme beverages."
ViB has been leading the category with its Pomegranate Berry and its recently launched Mango Lime flavors. The company expects to reap $8 million in sales after less than two years in the marketplace, and is available nationwide at major convenience store chains.
About ViB
Dallas entrepreneurs Travis Hollman and Johnny Dela Valdene know a few things about fun. Right on the heels of their hit toy, The Marshmallow Shooter, the fun-preneurs are at it again with their latest creation, ViB (Vacation in a Bottle).
ViB [pronounced Vibe] is leading the next drinkable trend: the relaxation beverage. Hollman and Valdene launched ViB after seeing a growing backlash against the energy drink market. ViB's main ingredient is the amino acid L-Theanine, the same ingredient which gives green tea its calming effect. Combined with other amino acids and B-vitamins, ViB is a low-sugar, no caffeine, lightly carbonated beverage that relaxes, while increasing focus and concentration.
And, ViB has tremendous star power behind it. Singer and actress Jessica Simpson says, "Vacation in a Bottle is the most refreshing surprise. With my crazy schedule 'ViB' helps me to relax and stay focused. I feel less stressed and more balanced after just one. Who doesn't love to go on a vacation! I can be there every day with Vacation in a Bottle."
It's also a hit with Dancing with the Stars Lil' Kim, and available in the green room of Jimmy Kimmel's late night show. Celebrity investors include: Cincinnati Bengals sensation Roy Williams, Dallas Stars' Forward Mike Modano, Cowboys' Tight End Jason Witten, Mavericks' President Donnie Nelson, Phoenix Sun's forward Amar'e Stoudemire, and Green Bay Packer Great, Marco Riviera.
ViB is available nationwide at major retailers including 7-Eleven, Arco AM/PM, QuikTrip, Albertsons, United Market Street and many other independent retailers.
For more information about ViB and ViB Holdings LLC, visit www.vacationinabottle.com or follow ViB on Twitter @drinkvib. Or, visit our official fan page on Facebook at ViB - Vacation in a Bottle.
SOURCE ViB
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