Kum & Go, Couche-Tard Promote XYIENCE Energy Drink

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Kum & Go, Couche-Tard Promote XYIENCE Energy Drink

LAS VEGAS -- Convenience store chains Alimentation Couche-Tard and Kum & Go are giving customers chances to win an Ultimate Fighting Championship (UFC) experience with XYIENCE Energy Drink.

To kick off the energy drink brand's entrance into 600 Couche-Tard convenience stores, XYIENCE launched a promotion where customers can win a VIP experience at the April 18, "UFC 97: Redemption in Montreal."

"Couche-Tard’s unique micro-marketing merchandising approach is a great fit for Xenergy’s co-branded promotions with the UFC," Gus Prokos, XYIENCE vice president of sales for Canada, said in a statement. "We look forward to working closely with Couche-Tard to create distinctive promotions that will enrich the consumers’ shopping experience and strengthen our respective brands."

Winners of the promotion will receive tickets to the fight, hotel accommodations and will attend the XYIENCE after fight party as VIPs. They will also have an exclusive meet and greet with XYIENCE athlete and UFC fighter Wanderlei Silva.

Also appearing at the event are Amber Nichole, former UFC ring girl turned XYIENCE spokesmodel, and UFC cutman and XYIENCE spokesperson Jacob "Stitch" Duran.

Meanwhile, nearly 500 Kum & Go locations across Missouri and Iowa will participate in an online promotion with XYIENCE that kicks off May 1, and will offer shoppers a chance to win a Sportster 883 Low by Harley-Davidson, another UFC sponsor.

The promotion runs through June 30, and features Xenergy case stackers with contest entry forms. Entries can be submitted online with a code found on the entry forms. Winners will be notified in early July, and no purchase is necessary.

"The Kum & Go/Harley-Davidson promotion is another example of how XYIENCE’s relationship with the UFC provides an effective means of developing value-added programs for our retailers and the consumer," Csaba Reider, XYIENCE CEO and president, said in a statement. "XYIENCE is committed to working with retailers like Kum & Go to develop a unique shopping experience that results in a greater connection between the consumer and both of our brands."

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