The Pulse Beverage Corp has extended its reach into the south-west of the US through the signing of a distribution agreement with Duke City Wholesale.

The soft drinks firm said that the agreement will result in its Cabana Lemonades roll out in the south-west region. Duke is "a rapidly emerging firm" based out of New Mexico and Texas, Pulse said in a statement yesterday (19 July).

"This is the first of many distribution agreements we expect to sign during the weeks and months ahead," said Pulse's CEO, Bob Yates. "We have been in contact with numerous large distributors and are receiving a very positive response to both our Cabana Lemonades and Pulse NutriPurpose product lines. We are in the process of extensive travel to meetings with our colleagues at the major distributors in order to get our distribution agreements in place as quickly as possible."

Last month, Pulse created the new role of vice president and national sales manager. Paddy Sheya, previously key account manager for New Leaf Brands, was appointed into the position.