30th March 2004

Extreme Drinks Launches in the Benelux

Following the success of the Extreme Sports Channel, who launched into the Netherlands in 1999, Extreme Drinks are now rolling out into this territory, as well as into neighbouring Luxembourg.

Renowned for their ‘relaxed’ café culture, the Dutch have found a new, healthier way to kick back and relax……Extreme Drinks! Whether they’re clubbing, just hanging out, or ripping it up in the skate park, Extreme’s range of drinks caters for their every need. All natural soft drinks, Extreme Chillout, Sport, and Energy, and the award winning H2O No Gas will be launched at a high profile, indoor on-snow party in The Netherlands in May 2004 with breathtaking stunts from Extreme Drinks’ world class sponsored riders.

To ensure top level distribution, Extreme Drinks are working with The Spring Water Company, the leading experts in this specialised segment of the beverage market in the Benelux countries. Marc Langen, MD of The SWC says that ‘the Dutch market for cool brands and lifestyle products is growing strongly, and I see great opportunities for products with a healthy/natural appeal such as Extreme Drinks. The strength of the Extreme brand among young people is key, as it is this segment which often ‘makes’ a market.’ Marketing in these countries will be largely events lead, with the Extreme Drinks team attending the coolest surf, skate and fashion parties to provide cutting edge refreshment.

The Spring Water Company has the added advantage of its own infamous ‘Water Shop’ or ‘Waterwinkel’ (love the name!) in central Amsterdam where Extreme’s H2O No Gas is already flying off the shelves faster than you can say ‘nice clogs dude!’

Editorial Note:
Al Gosling, founder of the Extreme Sports Channel, and Tim Day, MD Extreme Drinks, set out to create a range of drinks like no other. With Extreme Drinks they have managed just that, producing an innovative range of functional drinks using style, simplicity and the best natural ingredients. Founded in January 2003, Extreme Drinks provides liquid solutions for every situation, whether pushing it to the max in your chosen sport, or out clubbing all night long.

Extreme Drinks are now, or will be shortly, available in the USA, France, UK, the Netherlands, Luxembourg, Belgium, Switzerland and New Zealand. Extreme Drinks is part of the Extreme Group (http://www.extrememediagroup.com) that owns the Extreme Sports Channel, broadcasting to over 60 countries in 10 languages.Extreme Energy ( http://www.extremedrinks.com/exdrinks_energy.htm )
Formulated from natural ingredients to deliver an intense physical and mental energy boost, Extreme Energy uses an original combination of Kombucha (Asian fermented tea), Siberian ginseng and guarana. Pure Energy!

Extreme Chillout
( http://www.extremedrinks.com/exdrinks_chillout.html )
Created to aid relaxation, recovery and all round chilling. The gently carbonated, soothingly delicious drink contains camomile, valerian, lemongrass and St. John's Wort designed to calm you down and chill you out.

Extreme Enduro
( http://www.extremedrinks.com/exdrinks_sport.htm)
A new generation technical sports drink, that rehydrates faster and enables muscles to recover 50% quicker than other sports drinks due to the ICI developed, ground breaking plant protein, Hyprol.

Extreme H2O No Gas
( http://www.extremedrinks.com/exdrinks_water.htm)
This award winning style water was created more for the kind of use when dancing on tables rather than dining at them. Its’ ergonomic hip shape flask design is bolstered with a lo-profile clip, designed to fix onto clothing and is filled with pure artesian mineral water from the Rockhead Spring in Buxton.

WOKKA SAKé
(http://www.extremedrinks.com/terms.htm)
Winner of a triple gold award at the 2003 San Francisco Spirit Awards, WOKKA SAKé is blended from an original recipe of pure, triple-distilled grain vodka and the finest Japanese sake. WOKKA SAKé works incredibly well with a mixer, while its unique blend of Asian fruits ensures it is delicious served neat and chilled for a truly inspirational drinking experience.

For further press information, high res pictures or samples contact:

Helen Bay
Tel: +44 207 886 0780
helen@extremedrinks.com
www.extremedrinks.com