The Extreme Drinks Company has secured a partnership with the Behr Family.
The firm has come on board to help drive the roll out of a new line of 'natural functional' drinks. According to Extreme, the drinks use only the best natural ingredients and flavours from the most sustainable sources worldwide.
The Behr Family has already bagged distribution wins on the West Coast in four states, across convenience, grocery and other channels. It has also kicked off a number of marketing initiatives across TV, press, events, outdoor and online to boost the Extreme brand.
"I'm very pleased with how popular the drinks we've created have become," said Al Gosling, CEO of Extreme International. "The licence deal with the Behr family is a watershed moment for the global business and we believe they are well positioned to build a great success."