High-energy branding

摘要

The Seminole Tribe of Florida Inc., a federally recognized Indian tribe with a business development arm that owns Hard Rock International, released new Hard Rock Energy drinks in a test market in South Florida. The drinks are available in Original, Paradise Punch and Sugar Free varieties. The Original flavor is aqua blue in color and comes in a black can; the Paradise Punch flavor is light red and is packaged in a red can; and the Sugar Free version is clear and comes in a white can. All of the cans showcase the Hard Rock logo and retro electric guitar graphics. Additionally, Hard Rock Energy drinks contain 100 mg of caffeine in each serving, the company says. 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 the new venture. "The Hard Rock brand is perfect for a new energy drink," said David Drow, chief executive officer of Enterprise Beverage Group, in a statement. "Hard Rock is about high-energy music and entertainment. It's about fun."