US: Purple Beverage signs California distribution deal

Purple Beverage Company has signed a distribution agreement with Haralambos Beverage Company for the placement of its Purple soft drinks brand in outlets in Los Angeles, Orange, San Bernardino and Riverside counties.

Haralambos Beverage Company currently represents brands such as Snapple, Vitaminwater, Corona and Corona Light to both the on- and off-trade in the area.

"We are very excited to partner with Haralambos Beverage Company to introduce Purple into this thriving beverage market," said Purple's founder and CEO Ted Farnsworth. "As one of the largest distributors in Southern California, Haralambos Beverage Company has the unparalleled capability to power Purple throughout the region, supporting both our off-premise and on-premise strategies."

"We are very selective of the products we take on," said Tony Haralambos, president of Haralambos. "But after watching Purple develop a strong consumer base in competitive markets, such as New York and Florida, we knew we'd found a winner. Purple easily created a demand for itself, not only in retail stores but also in on-premise outlets like bars and restaurants. Here in Southern California, these outlets cater to the nation's most trendsetting, health-conscious consumers. We definitely see both a need and a niche for Purple in our market."