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PRESS & MEDIA

THE LATEST NEWS ON AMARA

Press & Media Contact:

sean.ogrady@drinkamara.com


Sean O'Grady -- Marketing Manager

(831) 239 - 9390 [Direct]

 

(08/31/2012) Party Drink Wins Over Health Crowd

Amara San Francisco Business times Article

When Amara Beverage Co. began looking for a way to market its hybrid energy drink in 2011, the company targeted young people living a fast-paced lifestyle. What the company didn’t expect was for its largest consumer base to be health nuts.

“We saw that it resonated more with the health crowd,” said Greg Connolly, president of Amara. “We definitely want to listen to consumers and find our niche that way.”

Packaged in an aluminum can intended to emulate the feel of other energy drinks such as Monster and RockStar, UV ink designs were meant to catch the eyes of gamers and club-goers alike. But, Connolly said, the packaging no longer reflects the company’s clientele accurately, and the company will soon redesign the containers.

The change in marketing strategy hasn’t thrown the company off track though, and Connolly predicts half a million dollars in sales by the end of the year. Founded in 2010, Amara Beverage aimed its initial design at a more youthful crowd. But Amara uses all-natural flavors and ingredients and is pursuing organic certification from the USDA. The drink sells for about $3 at drug chain stores such as Walgreens and Whole Foods grocery stores, said Connolly.

"Inspired by beverage industry trends, the Amara Recovery drink combines caffeine, superfruit such as maqui berry, electrolytes and B-vitamins to boost energy and focus," said Connolly. He founded the company using his own money, but plans to raise a Series-A round of financing soon.

The Berkeley-based company expanded to the Los Angeles market at the start of the summer, but is primarily concentrated in the Bay Area, with vendor contracts at local Walgreens and Whole Foods stores. Connolly said the company’s target demographic continues to be adults, ages 20 to 45, but noted the company has also tested well with older people. Read more at the San Francisco Business Times




(02/13/2012) How Big Can Recovery Beverages Grow?

Monster Rehab

Initially piggybacking off of energy drinks, beverage experts are now defining recovery drinks to merit their own category (BevNet article here).  BevWire also previously reported on Amara Recovery Drink (recently rebranded to Amara Recovery Beverage).  As recovery drinks are still in its infancy along the beverage product life cycle, how can this category grow?  Who are the major players and what is being done to bring news/attention to the category?

 

The more well-known major players are energy drink manufacturers that each have their own line of recovery beverages such as Monster Rehab and Rockstar Recovery.  However, as Monster and Rockstar are companies that have built their name associated with “energy”, Rehab and Recovery may find it hard to grow within the companie’s beverage portfolios.  Despite their organization’s international distribution network, marketing budgets are devoted to the energy drinks since there’s more competition and the larger energy drink brand’s awareness needs to be maintained.

 

Amara Can - courtesy of drinkamara.com

Given these circumstances, there are high reward opportunities for lesser known manufacturers to drive awareness to their recovery drinks.  Amara builds awareness through event sampling where the consumer can firsthand understand and experience the functions of the recovery beverage.  Also interesting about Amara is that their rebranding effort also included coating their aluminum cans with flourescent material so the packaging will glow when it’s on the shelf and in coolers.  BevNet’s article describes GTOX as another recovery drink manufacturer that is driving awareness for their product with Dennis Rodman as a spokesperson.  Code Blue is another manufacturer that is trying to re-position itself as more than just a hangover recovery beverage by targetting exercise recovery and hydration.  Although not all these beverages have national distribution, each of them are driving news and awareness to this category.

 

The theory is that companies that bring awareness to the category bring awareness to the product, and consumers are likely to reward these companies with their business.  It happened with Coca-Cola and Pepsi with carbonated soft drinks, it also happened with Red Bull, Monster and Rockstar with energy drinks.  Consumers also rewarded vitaminwater with their business for growing the enhanced water category.  The market leader for each of these respective beverage categories are typically those that started off bringing attention to the category.

 

On the original question on how big can this emerging category get, one needs to look at the path of the coconut water category.  The major players that drove category awareness – O.N.E. Zico, and Vita Coco – either purchased or signed partnership agreements with PepsiCo, Coca-Cola Refreshments and Dr Pepper Snapple Group in the past two years.  The beverage conglomerates recognized the potential of coconut water and quickly brought on experts in the business.  Even AriZona has gotten into the game (link here).  That said, it is still not time to put a dollar figure on the category worth of recovery drinks, but it certainly draws parallelisms to coconut water. There are only a few main players for now, but all the potential lies with names that are not nationally known.

 

The next time you go into your grocery store or convenience store, look for where they stock the Monster Rehab and Rockstar Recovery, and keep an eye out for other recovery drinks.

 

 

(10/6/2011) Amara Now Available Through Amazon.com Grocery Program


Berkeley, CA (October 6, 2011) Connolly Labs, Inc., maker of Amara Recovery Beverage, is excited to announce its availability through the Amazon.com grocery program, the world's biggest selection of books, magazines, music, DVDs, videos, electronics, computers, software, apparel & accessories, shoes, jewelry, groceries, etc.

"Affiliation with a global company like Amazon.com makes Amara readily available throughout the world," said Greg Connolly, President of Amara Beverage Co. "Our customers who prefer to shop online for their groceries can now get Amara quickly and easily in a new 8 pack format."

About Amara Beverage Company
Amara Beverage Company’s mission is to help people enjoy their active lifestyles while maintaining their long-term health in the process. Amara Recovery Beverage is specifically formulated to help your body recover from drinking, traveling and exercising. Made entirely in the US, Amara Recovery Beverage helps consumers re-energize, re-hydrate and stay healthy. Read more at www.drinkAmara.com.

About Amazon.com
Amazon.com, Inc. (NASDAQ: AMZN), a Fortune 500 company based in Seattle, opened on the world wide web in July 1995 and today offers earth's biggest selection of goods and services. Amazon.com, Inc. seeks to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online. In addition, they endeavor to offer their customers the lowest possible prices. Amazon.com and other sellers offer millions of unique new, refurbished and used items in categories such as Books; Groceries; Movies, Music & Games; Digital Downloads; Electronics & Computers; Home & Garden; Toys, Kids & Baby; Apparel, Shoes & Jewelry; Health & Beauty; Sports & Outdoors; and Tools, Auto & Industrial. Amazon Web Services provides Amazon's developer customers with access to in-the-cloud infrastructure services based on Amazon's own back-end technology platform, which developers can use to enable virtually any type of business. Kindle is the #1 bestselling product across the millions of items sold on Amazon. (www.amazon.com).





(9/29/2011) Amara Kicks Off Walgreens California launch with HEM Distributing


Berkeley, CA (September 29, 2011) Connolly Labs, Inc., maker of Amara Recovery Beverage, is excited to announce a partnership with HEM Distributing and Walgreen’s to begin distribution in California starting with the San Francisco Bay Area.

"We are excited to partner with a cornerstone store like Walgreens making Amara readily available throughout the bay area as we quickly expand throughout California," said Greg Connolly, President of Amara Beverage Co. "We have some exciting new product features coming down the pipeline for our socially active fans and Walgreens will be a great venue for us to showcase them."

"HEM Distributing is excited to welcome Amara Recovery Beverage to our selection of beverages! So far it has been a big hit both with chains like Walgreens and local markets. It's been a pleasure to introduce Amara to our customers." said Adnan Alameri, CEO of Hem Distributing Co.

About Amara Beverage Company

Amara Beverage Company’s mission is to help people enjoy their active lifestyles while maintaining their long-term health in the process. Amara Recovery Beverage is specifically formulated to help your body recover from drinking, traveling and exercising. Made entirely in the US, Amara Recovery Beverage helps consumers re-energize, re-hydrate and stay healthy. Read more at www.drinkAmara.com.

About HEM Distributing Company

Since its establishment in 1989, HEM Distributing Company has aspired to be the best wholesale provider for organic, natural and gourmet snacks and beverages. A feature that sets them apart from their competitors is their ability to deliver full or split cases so clients can order more flavors per package and still get the exact quantity they need. www.hemdistributing.com





(9/7/2011) Amara Announces Partnership with Online Retailer Thirstmonger.com


Berkeley, CA (September 6, 2011) — Connolly Labs, Inc., maker of Amara Recovery Beverage, is excited to announce a partnership with online retailer Thirstmonger.com.

“Amara is able to extend its online presence by partnering with Thirstmonger.com allowing more consumers to find us and discover the unique benefits of our all natural recovery beverage,” said Greg Connolly, President of Amara Recovery Beverage. “We believe low calorie, all natural beverages are something consumers are now looking for across all beverage segments, especially the detox segment.”

“ThirstMonger.com is excited to welcome Amara Recovery Beverage to our online portfolio of beverages! The functionality of this brand gives consumers the true advantage of optimal recovery from outside toxins in an all natural, low calorie beverage. It’s a pleasure to introduce Amara to our customers.” said Denise Martin, Partner Relationship Manager for ThirstMonger.com.

About Amara Beverage Company:

Amara Beverage Company’s mission is to help people enjoy their active lifestyles, while maintaining their long term health in the process. Amara Recovery Beverage is specifically formulated to help your body recover from drinking, traveling and exercising. Made entirely in the US, Amara Recovery Beverage helps consumers re-energize, re-hydrate and stay healthy. Read more at www.drinkAmara.com.

About Thirstmonger.com:

ThirstMonger.com aims to be the source to buy niche beverages online. Their goal is to offer consumers the ability to easily order quality products and have them shipped directly to their homes. ThirstMonger.com ships consumer orders to the contiguous 48 United States.