US: Innovative Beverage Group signs Ludwig distribution deal

By just-drinks.com editorial team | 26 May 2009

Innovative Beverage Group (IBG) has entered into an agreement with Ludwig Distributing Company to bring the company's 'relaxation beverage' Drank to east-central Arkansas.

"Demand for Drank in the southern US has grown exponentially," said Peter Bianchi, CEO of IBG. "Galvanising our operations in the region with a significant Anheuser-Busch distributor like Ludwig Distributing Company helps ensure continuity in the supply chain as well as an opportunity to broaden our circulation throughout their widespread east-central Arkansas territory."

Drank, with its slogan of "slow your roll", is a lightly carbonated "relaxation beverage" launched in 2008. Ingredients include melatonin, valerian root and rose hips.

"We are eager to add Drank to our portfolio of products," said Kyle Ludwig, general manager of Ludwig Distributing. "The addition of Drank demonstrates our mission to help clients identify new trends that will generate additional revenue stream."

Drank is currently sold at 7-Eleven stores nationwide and, through its network of independent distributors at retailers in major markets across the US.

Sectors: Soft drinks, Water

Companies: Anheuser-Busch