Extreme Drinks Power Into The Middle East Brand Licensing Europe - October 2013

 
Licensing deal inked with Elite Beverages

The irreverent youth lifestyle brand ‘EXTREME’ – has inked a long term licensing deal with Elite Beverages, the distributors of leading beer brand Corona in the Middle East. Under the agreement, Elite Beverages will produce, distribute and market the Extreme branded sports and energy soft drinks range in six territories across the Middle East. The deal marks Extreme’s ongoing progress in its mission to deliver a range of distinctive and edgy lifestyle products, services and experiences.

Elite Beverages will launch the Extreme drinks range across the UAE from spring 2014 and the rest of the region will roll out shortly afterwards. The Extreme drinks range consists of two products, Extreme Energy and Extreme Sport, created to meet the needs of the extreme sports lifestyle. The edgy bottle design, which was created by leading UK product design studio Blue Marlin, breaks the category norm with a structural design influenced by the urban environment. Elite Beverages will further develop the range, with additional products and packaging, to create a unique drinks range that covers all the needs of action sports minded 16-24 years olds in the Middle East. Elite will create bespoke events and promotions to fit each market in which the Extreme drinks range launches.

The agreement comes hot on the heels of the successful launch of the Extreme drinks range earlier this year in the UK as part of Vimto’s drinks portfolio, following a licensing deal with Vimto owner Nichols Plc.

Elite Beverages is based in Dubai and Beirut and is the exclusive distributor of Corona Beer since its introduction to the region in 1998.

Al Gosling, Extreme CEO, says: “We are thrilled to have Elite on board to launch Extreme drinks in the Middle East. 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.”

Extreme is building the brand, engaging with the fans and working with licensees to deliver a distinctive licensing programme that builds on the brand’s heritage and fits with the aspirational extreme sports lifestyle - encompassing art, music and fashion. Extreme’s licensing categories include hotels, fashion, electronics, destinations, personal care, publishing, drinks and experiences. The company has already launched a range of drinks – Extreme Sport and Extreme Energy - under license to Vimto Soft Drinks in the UK as well as collaborations with top youth fashion brands Lucky Seven Custom Caps and ESDS (apparel) and will launch a range of Extreme hosiery and warm accessories this winter following a deal with Roy Lowe & Sons,

‘EXTREME’ is an established and influential youth media brand with a unique heritage that began when Al Gosling launched the Extreme Sports Channel in 1999. It remains the world’s leading 24/7 TV channel dedicated to extreme sports and the associated lifestyle. Today the channel reaches millions of fans each month in over 60 countries worldwide and its associated website Extreme.com is a leading provider of action sports videos, receiving 1.8 million views per month, alongside the success of the ‘Extreme’ social media offerings on Facebook and Covanaut.com that now reach over a million fans per week.

The potential market for the Extreme brand is huge with an estimated 140 million people in the 15-34 age group participating in the top four sports of surf, snowboard, ski and skateboarding in Europe alone and millions more aspiring to the extreme sports lifestyle.

Extreme is exhibiting at Brand Licensing Europe 2013 at stand N25, on the upper floor in the new area for brands.