- THE MAGAZINE
- CATEGORY FOCUS
- BEVERAGE R&D
Amp Energy, a brand of Purchase, N.Y.-based PepsiCo Inc., teamed up with professional racecar driver Dale Earnhardt Jr. to develop a new sour-grape-flavored energy drink called Dale Jr. Sour.
"Like Dale Jr., consumers need real energy to take on whatever the day may bring," said Aziel Rivers, director of marketing for Amp Energy, in a statement. "Working closely with Dale Jr., we created the new, unique sour grape flavor that we believe fans will reach for on race day or whenever they are looking for a boost of energy."
Earnhardt added in a statement: "Selecting the great-tasting sour grape flavor for Amp Energy was a fun experience. I'm excited for my fans to try it and to hear what they think."
Amp Energy Dale Jr. Sour launched April 2 at participating 7-Eleven stores across the country for a limited time. The can features photos of Earnhardt and his No. 88 Chevrolet SS.
On April 10, consumers will have the opportunity to try the new flavor at special Dale Jr. Sour energy stands in six 7-Eleven stores in Charlotte, N.C. In addition, Earnhardt is scheduled to surprise his fans by making an appearance at one of these six locations, where he will hand out limited-edition giveaways and samples of Dale Jr. Sour on-site. The undisclosed location will be announced the morning of the event via the Amp Energy’s Twitter feed (@AMPEnergy).
Fans also can submit their best #SourFace via the Amp Energy Facebook page for a chance to win limited-edition gear starting April 7. One grand prize winner will win a pair of tickets and accommodations to an upcoming race. For official sweepstakes rules, visit www.ampenergysourface.com.