Extreme has signed a long term deal with Elite Beverages to produce, distribute and market the Extreme branded sports and energy soft drinks range in six territories across the Middle East.
Elite Beverages will launch the Extreme drinks range across the UAE from spring 2014 and the rest of the region will roll out afterwards.
The range consists of Extreme Energy and Extreme Sport, both created to ‘meet the needs of the extreme sports lifestyle’.
Elite Beverages, the exclusive distributer of Corona Beer in the region, will continue to develop the range, with additional products and packaging, to create a unique drinks range targeting the action sports minded 16-24 years olds in the Middle East.
Elite will also create events and promotions to fit the different markets in which the range launches.
“We are thrilled to have Elite on board to launch Extreme drinks in the Middle East," said Al Gosling, Extreme CEO.
"Elite will be working the magic it has used with the Corona brand to engage with consumers and ensure that Extreme functional drinks helps the Middle East live the Extreme lifestyle and ride harder, longer, faster.”
The agreement follows the successful launch of the Extreme drinks range in the UK earlier this year as part of Vimto’s drinks portfolio, following a licensing deal with Nichols Plc.