Hard Rock Energy drinks are making their debut in South Florida. This test market is the first step in rolling out the new product by the Seminole Tribe of Florida, Inc., the Tribe’s business development arm, which is jumping into the $20 billion-and-growing energy drink market. Three flavors of Hard Rock Energy drinks will soon be available for purchase on store shelves and available at select restaurants and bars. The flavors are Original, Paradise Punch and Sugar Free.
The Seminole Tribe of Florida purchased Orlando-based Hard Rock International in 2007 and has supported its strategic expansion to include more cafes, hotels, casinos and other new business ventures. The Tribe’s business development arm has obtained a license to use the brand on Hard Rock Energy drinks.
A new venture, Enterprise Beverage Group, LLC, has been established to produce, distribute and market the Hard Rock Energy drinks. The Seminole Tribe of Florida, Inc., is the majority owner of Enterprise Beverage Group, which is headquartered in Hollywood, Fla.
Tony Sanchez Jr., President of the Seminole Tribe of Florida, Inc., says Hard Rock Energy drinks present the perfect opportunity to make the Hard Rock brand part of the growth of the Tribe’s business development program.
“Hard Rock Energy drinks are a logical extension of our growing line of beverage products, including citrus juices sold under the Seminole Pride brand,” said Sanchez.
Enterprise Beverage Group is headed by CEO David Drow, whose track record in the beverage industry includes launching Hair of the Dawg drink mixes. Drow’s background is finance; he previously was a vice president at GMAC. His love of music and appreciation of the Seminole Tribe of Florida ignited his passion for the Hard Rock Energy project.
“The Hard Rock brand is perfect for a new energy drink,” said Drow. “Hard Rock is about high energy music and entertainment. It’s about fun.”
John Galloway, Chief Marketing Officer and Vice President of Marketing for Hard Rock International, said, “True to the Hard Rock brand, this energy drink has the power to help people rock harder. It’s a great product and we couldn’t be more excited to put our stamp on this market. It’s an exciting new step for Hard Rock.”
Hard Rock Energy drinks are sold in slim, 16 oz. aluminum cans of two servings per can. They contain 100 milligrams of caffeine per serving. Hard Rock Energy drinks scored high on consumer taste tests conducted by Enterprise Beverage Group.
Hard Rock Energy Original flavor is aqua blue in color and comes in a black can. The Sugar Free version is clear and is packaged in a white can, while the Paradise Punch flavor is light red and comes in a red can. All of the cans are emblazoned with the Hard Rock brand and retro electric guitar graphics.
Hard Rock Energy drinks are on sale at all convenience stores operated by the Seminole Tribe of Florida, Inc., including the Hollywood Trading Post at 3103 N. State Road 7, Hollywood. Distribution is already underway to additional retailers, restaurants, bars, hotels and other food service operators. The test market will expand to the Chicago area in 2014, with a potential national rollout slated for 2015.
Marketing for Hard Rock Energy drinks will have a strong focus on social media and grassroots marketing tactics to reach the prime demographic of males between the ages of 18 to 24. Enterprise Beverage Company will deploy an official Hard Rock Energy Street Team, who will be present at concerts and community events to offer free product samples. In addition, the company will look for local CEOs (Chief Energy Officers) who want to engage in fun, social media activities and be eligible to win valuable prizes. A strategic marketing partnership with Dean Guitars, represented on the Hard Rock Energy drink cans, will add to the marketing firepower.
Hard Rock Energy drinks on Facebook at: https://www.facebook.com/HardRockEnergy
About the Seminole Tribe of Florida, Inc.
The Seminole Tribe of Florida, Inc., the business development arm of the Seminole Tribe, manages various businesses enterprises in agriculture, cattle ranching and beef production, citrus juices, spring water, convenience stores and more. The Seminole Tribe of Florida, Inc. is managed by an elected five-member Board of Directors, headed by President Tony Sanchez, Jr.
About Hard Rock International
With a total of 174 venues in 55 countries, including 136 cafes, 19 hotels and 7 casinos, Hard Rock International (HRI) is one of the most globally recognized companies. Beginning with an Eric Clapton guitar, Hard Rock owns the world’s greatest collection of music memorabilia, which is displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise, Hard Rock Live performance venues and an award-winning website. HRI owns the global trademark for all Hard Rock brands. The company owns, operates and franchises Cafes in iconic cities including London, New York, San Francisco, Sydney and Dubai. HRI also owns, licenses and/or manages hotel/casino properties worldwide. Destinations include the company’s two most successful Hotel and Casino properties in Tampa and Hollywood, Fl., both owned and operated by HRI parent company The Seminole Tribe of Florida., as well as other exciting locations including Bali, Biloxi, Chicago, Cancun, Las Vegas, Palm Springs, San Diego and Singapore. Upcoming new Hard Rock Cafe locations include Chennai, Istanbul and Tenerife. New Hard Rock Hotel projects include Daytona Beach, Aruba, Abu Dhabi and Shenzhen and Haikou in China. New Hard Rock Casino projects in development include Hungary and Northfield, OH. For more information on Hard Rock International, visit www.hardrock.com.
