US: Innovative Beverage Group signs distribution deal

By just-drinks.com editorial team | 20 March 2009

Innovative Beverage Group has signed a distribution deal with long-time Anheuser-Busch partner, Arkansas Distribution Company.

Innovative said today (19 March) that the deal will expand the reach of its relaxation beverage Drank to 17 counties in the north-east Arkansas region.

Peter Bianchi, CEO of Innovative, said: "This not only helps to expand distribution of our extreme relaxation beverage, but it also speaks volumes about the significance of this new functional beverage category when a well-known Budweiser distributor like Arkansas Distributing Company decides to carry our product."

Drank, launched in early 2008, is a lightly carbonated beverage infused with melatonin, valerian root and rose hips, which, according to Innovative, provide a relaxing effect.

Earlier this month, Innovative signed a deal with Select Drink to expand distribution of its 'drank' brand into St Louis, Missouri.

Sectors: Soft drinks, Water

Companies: Anheuser-Busch