Relaxation drinks are still a fairly new product, but Belinda Beverage Co. CEO Brian Weber and his business partner, Daisy Ramierez, are determined to put the Koma Unwind "Chillaxation" Drink on top.
This year was marked with an increase in domestic and international distribution deals for the Statesville-based beverage manufacturer. Weber said the company added 20 distributors this year. The company’s products are now sold in the Caribbean and Central America and it is preparing to have a bigger company imprint in Europe.
“We want to be the Red Bull of relaxation drinks,” he said. “Every market is a whole new world for us.”
This year, the company has used a broad brush to promote its products, including NASCAR sponsorship and paid for product placement in Jennifer Lopez’s music video “I’m Into You.” In January, the first episode of “Chris Lafferty Motorsports TV,” which is sponsored by Koma, is scheduled to appear on FOX SPORTS.
In the coming year, Weber said he plans to use a more direct approach with television commercials. He said he would like to penetrate the Charlotte market more with Koma Unwind brand and BeBevCo’s other lines, Potencia Energy Drink, Potencia "BLAST" energy shot, Relax 5 shots and Piranha Water.
"Since 2009 when we first produced the first KOMA UNWIND drinks, we have been steadily gaining traction along with the category itself,” said Ramirez said in a recent announcement about expanding the company’s distribution in Nebraska.
Because this type of relaxation drink is fairly new, Weber said they are trying to refine the targeted market. He believes that more people will be reaching for relaxation drinks in the future as an alternative to wine or beer after a stressful day.
He said he is excited about the opportunities the drink category has provided the company, including the chance to speak at the International Beverage Congress in London.
He said he always tells his employees that they are one show of “The View” or “Today” from taking off.
The beverage company recently signed a distribution deal in the United Kingdom, which required it to change some of the ingredients. Weber said this form of Koma will be Koma Unwind Zero.
In November, BeBevCo announced plans to form Bebida Beverage Company EU to act as its sales and marketing arm in Europe. This branch of the company will be located in Germany, and will have stock traded on the Frankfurt Exchange. The company’s stock is traded on the OTC Markets under the symbol BBDA.
Weber said the building off North Barkley Road has plenty of room for them to expand.
“The story is getting bigger,” he said. “The business is getting more recognition. We just want to keep up the conversation.”
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