EQ Lab's: Doing Energy (Drinks) Differently

Dear Reader,

For emergent companies, especially those endeavoring in the energy/beverage arena, distribution is ultra critical as the company pursues its dual needs of revenue and commercial awareness. In this regard, securing distribution to a major national convenience store chain will assuredly be beyond the reach of many emergent companies and perhaps the first line of demarcation between success and failure.
For EQ Labs, Inc. (Pink Sheets:EQLB), which manufactures and markets the EQ Smart Energy Drink®, an effervescent tablet that provides instant energy once added to any beverage, a distribution deal of significant importance appears to already be in the proverbial bag and the company is looking for more. 

EQ Labs’s current relationship with McLane Distributors Co., one of the largest U.S. convenience and grocery store distributors in North America, also provides EQ Labs with a potential portal to McLane’s thousands of convenience stores, mass merchants, drug stores and military locations, as well as thousands of chain restaurants throughout the United States. Nonetheless, EQ Labs envisions a broader relationship with convenience store powerhouse 7-11, announcing its goal of securing franchise owned locations nationwide, perhaps leveraging its success with corporate owned stores ushered in by McLane.

And today, EQ Labs announced a grass roots initiative intended to bolster consumer awareness of the company product, offering a free sample of its EQ Smart Energy Drink® tablets to the first 1,000 consumers who respond to the promotion. In order to receive these free effervescent energy tablets, consumers should visit the company’s web site at www.drinkeq.com

The free trial marketing program appears to be another way the innovative beverage company is making a splash in the lucrative energy drink market.

***What is EQ 'Instant Energy?'  ***

Source: EQ Lab's:

EQ is instant energy in any beverage, consisting of a blend of essential vitamins, Gingko Biloba and caffeine keeps you going any time, day or night. EQ is all about energy and living the All-American Lifestyle.

EQ is a great addition to your favorite beverage and mixable to your taste. Drop an EQ into water or any drink (alcoholic or non-alcoholic). Let it effervesce and you immediately have yourself an energy drink. Want a light taste? Use less EQ. Need a stronger flavor? Use more EQ! Either way, the concept is easy. Get adventurous and get creative.

The product is a thin effervescent tablet that is sold in foil packets of individual tablets or either tubes of six tablets. Essentially, one can place a tablet or tube of this product in their pocket or purse and immediately have an energy drink available in the short amount of time that it takes for the tablet to dissolve. Try carrying around six cans or bottles of energy drinks and you will see why EQ Labs encourages consumers to "Think Outside the Can."

Initially created by a leading and reputable company that produces flavoring for children's medications throughout the globe, EQ's formula was invented to consist of FDA-approved ingredients that are not as harsh or overbearing as some of the energy drink products on the market, and [rightfully] dubbed the "Smart Energy Drink."

Effervescent products have been appreciated and trusted in European countries for years. During this new millennium, novel products like the EQ Smart Energy Drink® tablet are consistently gaining acceptance and popularity in North and South America. They are penetrating the $8.5 billion energy drink industry at a noteworthy level.

EQ Smart Energy Drink® (effervescent) tablets already enjoys a presence in several thousand national retail outlets, after only 16 months of operation. During this short period of operation, the company has experienced noteworthy milestones. Additionally, distributor agreements with national convenience store chains like 7-Eleven or Rite Aid/GNC, the increasing demand for EQ is already being met. EQ Labs LLC is presently engaged in formal dialogues with other national distributors that will result in product availability in 80% of the Top-100 convenience stores and three of the Top-5 retail pharmacy chains by the end of 2009.

Headquartered in Las Vegas, NV, a city that never sleeps, the product is already in demand on the U.S. West Coast, but equal appeal and demand exists on the U.S. East Coast, in places like Miami, Tampa, and Atlanta. Additionally, college students, truck drivers, and business professionals lust after EQ because they know EQ allows them to work and party for longer periods. When mixed with alcohol, hangovers are almost non-existent. "We've monitored our sales, and have noticed that our sales consistently increase when the season arrives for students to study for final exams. They know and trust it," stated Michael Villa Jr., EQ's Sales Director.

A correlation exists between Villa's statement when comparing the company's sales activity in relation to its earlier advertising and marketing expenditures. As an example, the product was formally introduced to some 36 major university campuses in its early days. College representatives were hired to introduce [give away] samples of the product on their campus across the U.S. "Once we discontinued giving away samples, we were inundated with requests (through our web site) to sell them the product. Last year, during the Spring Break season, we had to hire extra help to adequately respond to these requests, because they wanted to use EQ as a party supplement. That led us to adopt the slogan, 'You Gotta Have It!" said Villa.

Since its founding, EQ Labs, LLC has expended a significant amount of funds to advertise and promote this leading effervescent energy product. National radio commercials have been produced in English, Spanish and Portuguese by Emmy Award winning producer, Reggie LaFrance. During 2007-08, full-page ads appeared in the programs of all major sports publications at the professional and collegiate levels in football, basketball, baseball, and hockey. Additionally, the company's exclusive sponsorship of major competitions in Mixed-Martial Arts, Sumo Wrestling, Beach Volleyball, and auto racing has added value to the EQ brand because the product was advertised nationally in Mexico, as well as being shown on ESPN (which exposed the product to over 25 million viewers). Most recently, representation contracts were secured with NFL All-Pro, Michael Pittman, and NASCAR's Chase Montgomery, who is the youngest winner in Daytona 500 history. In November 2007, EQ Smart Energy Drink® sponsored a driving team in the prestigious Baja 1000, and won the 1st Place Award, and acquired hero status in Mexico. See: EQ Smart Energy Drink Attains Hero Status in Mexico.

"EQ Smart Energy Drink® is in the fast lane. With a management team that leaves nothing to chance, distribution partners that dominate the retail chain markets, a marketing and advertising program that converts skeptics to loyal consumers, and an increasing cadre of successful athletes or public icons to endorse the product, EQ Labs, LLC continues to realize new successes (increased sales) with each new day, as consumers increasingly Think Outside the Can! " - Mo Owens, CEO - EQ Labs.

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