According to Packaged Facts, a marketing research company based in Rockville, Md., USA, the US Hispanic food and beverage market generated more than $5.7 billion in 2006 and in 2007, the company estimates an 11.5 percent growth pushing last year’s number to more than $6 billion.
So, it is no surprise that virtually every beverage category is looking to target the ever growing demographic and the energy drink segment is no different. However, while most companies are looking to introduce a crossover product or a bilingual version of an existing beverage, DLR Associates Inc. is exclusively targeting the Hispanic community with Potencia Energy Drink.
“We are not just an average energy drink company re-labeling a product," says Daisy Ramirez, president and CEO. "We are committed to bringing the Hispanic market an influential drink that we can drink and enjoy."
Potencia, which specifically targets 18- to 40-year-old male Latinos, was launched in April in its initial flavor—Tamarind. A favorite and familiar flavor of Latinos, relays the Mooresville, N.C., USA-based company, the Tamarind-flavored energy drink is made from concentrate imported from Mexico and harvested by F-DIAZ Frutas of Mexico.
"We strive on bringing our customers what they want and we’re very proud with our results thus far,” adds Ramirez. Thus far, the company, which was founded in January, has big plans for Potencia. Ramirez, a young entrepreneur who was born and raised in Honduras and moved to the US about seven years ago, is looking at global opportunities for the energy drink.
Potencia, offered in 16-ounce cans, is currently being distributed in Miami, North Carolina, South Carolina, Tennessee, Atlanta, southern Virginia, and Vancouver, Wash. with launches slated in Houston, Dallas and Los Angeles. There also are talks on possible distribution in Dubai, the trade and tourism center of the United Arab Emirates where energy drinks are all the buzz because of the city’s large population of Indians—who also consider Tamarind to be a cultural favorite, the company notes.
By November, the company projects that a new flavor, Mandarin, will be introduced followed by Guava early next year.
“We are very happy and excited about the strength that Potencia Energy Drink is showing right now,” says Ramirez. “We are continuing to make contacts every day and we’re continuing to ship out our products daily. We’ve been waiting a long time to have things run this smoothly.”
In the meantime, DLR Associates Inc. continues to review its marketing campaign and resources, looking for the best ways to reach its consumers. Recently, the company began working with 17-year-old female race car driver Ginny Quinones, who recently won the USAC Northeast Ford Focus Series opener in Waterford, Conn., USA and was the first Hispanic female to win a stock car race at Mahoning Speedway in Pennsylvania at the Late Model Series. The company also is working with NASCAR driver Ruben Pardo of Mexico City who is competing in the NASCAR Busch East Series.
In addition, the company is looking to revamp its website and make further marketing consulting connections, like its involvement with another MMA (Mixed Martial Arts) Showtime Strikeforce fight with Team Potencia fighter Paul "The Headhunter" Buentello in November.
“There is a lot going on,” says Ramirez. "Everything is looking very bright for Potencia Energy Drink and we’re looking forward to the future.”
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The Hispanic market in the US is hot, hot, hot. 
