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Turn Left Energy Drink Targets NASCAR Crowd |
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Wednesday, 14 November 2007 |
 Keeping with the popularity of energy drinks, Colorado-based DC Brands International has launched Turn Left, a new energy drink targeted to NASCAR fans-"it's liquid horsepower!," the company says.
Turn Left is described as having a crisp, clean flavor with no harsh aftertaste. The company claims in seven out of 10 taste tests, Turn Left won over other popular brands such as Red Bull and Monster.
"In studying the marketplace, no one had yet addressed NASCAR fans as individuals," says Richard Pearce, president and CEO of DC Brands. "The nature of NASCAR is all-American. It appeals to men and women who appreciate an adrenaline rush. This perfectly matches the ideals we set forth in creating Turn Left and further expands the traditional energy drink demographic."
Following its first brand, Dickens Energy Cider, DC Brands, a publicly traded company that launched in 1998, chose to expand its product line with a beverage that filled the NASCAR niche. With more than 75 million fans, the NASCAR demographic presented an opportunity for a race car themed energy drink in the marketplace.
DC Brands has focused on selling Turn Left to off-premise locations such as large grocery store chains, convenience stores, mass merchandisers and others, notes the company. Turn Left can be found in more than 1,000 stores in nine states with expansion internationally slated in the near future. At the recent shareholder meeting, the company announced new distribution in China and India with other prospects soon to close.
"In addition to having a quality beverage, we round out our products with three key elements: attention-grabbing packaging, distinctive promotions and competitive pricing," says DC Brands executive vice president Richard Muscarella. "We get it--it's more than what's on the inside that matters. DC Brands prides itself on creating bold, eye-catching packaging, exciting promotions that create value for both the consumer and retailer, and reasonably-priced drinks affordable to a wide consumer cross-section."
To reach its core NASCAR audience, DC Brands enacted two promotions for Turn Left: a monthly contest to win two tickets to high-profile NASCAR races around the country and a sweepstakes for a new Corvette. In order to win, consumers register at www.turnleftenergy.com and enter a serial/verification number and poker hand found on entry tickets. These tickets are enclosed with a four-pack of the product or obtained by sending in a postcard to DC Brands. After entering the numbers in the Turn Left Poker Slot Machine, players start accruing Turn Left chips that can be used toward purchasing branded merchandise and entering them to win the NASCAR tickets and the Corvette.
DC Brands has given away tickets to the Daytona 500; Goody's Cool 500 in Martinsville, Va., USA and Aaron's 499 in Talladega, Ala., USA Winners receive two tickets to the NASCAR race with premium seating, round trip airfare and hotel accommodations. The Turn Left-branded Corvette also will be given away after the 2008 Daytona 500.
Additionally, Turn Left is the title sponsor of "Race Central" TV and radio hosted by Kurt Hansen, a former Winged Midgets and Champ Car Atlantic racecar driver. "Race Central" is broadcast nationally and covers the world of motor sports and focuses on NASCAR, Champ Car, the Indy Racing League, Formula 1, World of Outlaws dirt track racing and World Rally Championship. |
