LAS VEGAS, Feb. 2, 2005 (PRIMEZONE) -- Tennessee-based Performance Beverages, Inc. (PBI), exclusive North American distributor of The Beast Energy Drink, announced today that it has become the energy drink of choice at the Derek Daly Performance Driving Academy in Las Vegas.
The partnership, effective immediately and formally launching at the Grand Prix of Long Beach expo April 8-10, is believed the first time The Beast has unseated category leader Red Bull in a respected, international sponsorship.
The Derek Daly Performance Driving Academy is one of America's premier high-performance driving schools, graduating almost 4,000 students per year. The curriculum draws upon years of experience from some of the greatest names in motorsports, including Mario and Michael Andretti, Gil de Ferran, Danny Sullivan and Jimmy Vasser.
"Operating in the desert heat of Las Vegas, we are always looking for ways to keep our drivers alert and focused," said Ernie Beckwith, the Academy's Director of Sales/Marketing and Sponsor Relationships. "The Beast will help our students stay refreshed and on their toes during our racing and performance driving programs."
Heralded as better tasting than other energy drinks since launching U.S. sales in June 2004, The Beast has realized early success with a combination of smooth flavor, refreshing aftertaste, and energizing effects.
"Even adrenaline junkies at the Derek Daly Performance Driving Academy need an energy boost along the way," said Andrea Burckhard, PBI's general manager. "While it's important that all drivers remain alert behind the wheel, it's especially important at 110 miles per hour. The Beast is very proud to sponsor this world-class program."
The agreement calls for a year-long supply of The Beast drink and merchandise in exchange for numerous on-site and off-site partnerships, including:
-- The Academy will display The Beast signage throughout the Las Vegas facility and on every race car, BMW, and fleet vehicle;
-- DDA will include The Beast in all marketing and promotions;
-- DDA will host The Beast's promotional programs for guests, clients, and employees.
The Derek Daly Performance Driving Academy was founded for serious drivers and novice enthusiasts by former Formula One, Champ Car and World Sports Car driver Derek Daly in 1996.
It quickly led the industry with unique corporate entertainment and advanced racing programs distinguished by personalized curricula and Formula 2000 and BMW Z3 Roadsters, all with data acquisition onboard. The Academy utilizes two racetracks (a 1.2 mile Stadium Road Course and a 1.8 mile Classic Road Course) at The Las Vegas Motor Speedway. Learn more at www.derekdaly.com.
The Beast is a top selling energy drink in many European markets, and the best-seller in many others where category leader Red Bull is not sold. Distributors can be located through Performance Beverages, Inc. at 877-742-3278, online at www.drinkthebeast.com or via email at andrea@drinkredbeast.com.
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