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Big Red Inc., Austin, Texas, acquired Las Vegas-based Manzen LLC, doing business as Xyience. Xyience’s portfolio consists of more than 10 Xenergy performance energy drinks and more than five supplements designed to support an active and healthy lifestyle. Xyience's Xenergy beverages were the official energy drinks of the Ultimate Fighting Championship (UFC); however, as a result of the transaction, Xyience will end its sponsorship deal with the UFC, Big Red Chief Executive Officer Gary Smith confirms.
The sale was orchestrated by Big Red's Smith; principals of Manzen LLC; and Xyience’s financial adviser, First Beverage Group. The transaction closed Sept. 2 and is effective immediately.
“The addition of Xyience is an important part of our growth strategy,” Smith said in a statement. “We believe the brand has excellent opportunities for growth and development.
“We recognize the great work done by Xyience employees and distributors to build this brand,” he continued. “They will continue to play an important role in maximizing the potential for Xyience.”
Along with Big Red soda, Big Red Inc. markets Hydrive Energy Water, All Sport, NuGrape, Nesbitt’s, Thomas Kemper and Big Red Jak Energy beverages.