ATLANTA, Dec. 28, 2004 (PRIMEZONE) -- The beverage is designed to keep people awake at night so it's only natural that The BEAST energy drink launches into Atlanta as the sponsor of a night-long party in the heart of midtown on New Years night.
"The BEAST energy drink is made for nights like New Years," Andrea Burckhard, General Manager of Performance Beverages, Incorporated (PBI), distributors of the popular energy drink. "When the long day is over and a long night begins, we want folks to keep their edge, to be safe and to drink responsibly. It makes sense for The BEAST to launch into the Atlanta market as a sponsor of "Beneath the Noise."
The event serves as the official Atlanta introduction for the drink that is giving category leader Red Bull a run for its money in Austria and other parts of Europe.
Beneath the Noise will encompass the entire convention-sized complex, including 252 deluxe rooms, at Georgia Tech Hotel and Conference Center on New Years night. The $95.50 event ticket is all inclusive of dancing and entertainment on multiple levels of the hotel property. The price includes 12 DJs, dinner, and all-night drinks - both alcoholic and non-alcoholic - including The Beast.
Locally, the Atlanta Retail Association has agreed to sell The BEAST in 950 stores citywide, including Shell, Chevron, Foodmart, CITGO, Texaco, Phillips 66, BP, BP/Amoco, Exxon, Conoco and others. The drink is available in nearly 1,000 more independently owned convenience stores throughout Atlanta, via DougDar Distributors.
The BEAST is available elsewhere in Georgia, including the cities of Gainesville, Athens, Augusta, Macon and Columbus.
Since launching its North American sales in June 2004 at the New York Fancy Food Show, The BEAST has launched exclusive and non-exclusive distribution agreements across the country, including the states of Connecticut, Florida, Georgia, Illinois, Kentucky, New Jersey, New York, Tennessee, Texas, and Wisconsin. As an example, Albertson's Food Chain recently announced it will place the product in 204 of its grocery stores across Texas, Oklahoma, Nebraska, New Mexico and Kansas.
This is the first year an energy drink has presented the WBTS-FM sponsored "Beneath the Noise" NYE event, which Rolling Stone Magazine once called the nation's 15th best.
"With Safe Ride America, sober ride and other socially conscious programs on New Years, we wanted to contribute to a responsible night in our own trademark way," said Dan Caplin, Executive Producer of Beneath The Noise 5.0. "Teaming with The BEAST is another example of why "Beneath the Noise" has become a top celebration in the country."
Added Burckhard: "People drink The BEAST to keep them in the mix all night long. We expect the same on New Years, where party goers have incentive to find more energy all night. The BEAST safely provides that energy."
The New Years event further positions The BEAST, also known as Red Beast and Red Dragon in certain markets, prominently in the United States' billion dollar energy enhancing, non-alcoholic beverage industry.
Heralded by consumers as better tasting than other energy drinks, including Red Bull, The BEAST has realized early success with a combination of its smooth flavor, lack of bitter aftertaste, and energizing effects. Seven out of 10 people picked The Beast over Red Bull in recent Chicago night club taste tests; it's the second-best selling energy drink in Europe, and the top-selling drink where competitor Red Bull does not have a presence.
The BEAST contains a unique combination of energizing ingredients, including caffeine, glucuronolactone and taurine, an amino acid which regulates the heartbeat, maintains cell membrane stability and is important in brain and nervous system functioning. An overload of physical or emotional stress can deplete taurine levels.
The BEAST distributors can be located through Performance Beverages (PBI) at 877-74-BEAST, online at www.drinkthebeast.com or by contacting Andrea Burckhard via email at andrea@drinkredbeast.com.