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DNA Beverage hits for two with Orlando Magic, Walgreens

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BOCA RATON, Fla. — DNA Beverage Corp. has inked a distribution pact with Walgreen Co. and scored a marketing program with the Orlando Magic pro basketball team.

The company — the maker of DNA Energy Drink and DNA Meat Snacks, both targeted at the action sports community — said Friday that under the agreement with Walgreens, consumers will be able to buy DNA Meat Snacks at the drug chain’s approximately 200 stores in the greater Orlando area by mid-February.

Also, DNA Beverage said a cooperative marketing program has been created that will make DNA brands "highly visible" to Walgreens shoppers and attendees of Orlando Magic basketball games.

"Prime product placement utilizing a store end-cap program and point-of-sale materials featuring DNA and the Magic is expected to bring awareness to the DNA brand," Ralph Sabella, vice president of operations at DNA Beverage, said in a statement.

"We feel that launching our meat snacks program with Walgreens during the peak of the tourist season will not only pay dividends on the local level but will help on a national level as we continue to roll out our meat snack program to other parts of the country," Sabella added.

The company’s meat snack products include DNA Beef Jerky, which comes in original and teriyaki flavors, and DNA Shred Stix, which is available in original, pizza and spicy jalapeno varieties.

"Having a prestigious retailer like Walgreens aboard so early in the launch is not only a feather in our cap but should also attract the attention of other major retailers as well," commented Russ Rickon, DNA Beverage’s national vice president of sales.


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