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Duane Reade adds Dream Water sleep beverage

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NEW YORK — Duane Reade Inc. is rolling out Sarpes Beverages’ Dream Water, a beverage designed to help people relax and fall asleep.

The drug store chain will carry Dream Water and the Dream Water shot at its locations throughout New York City’s five boroughs, according to Sarpes. With the launch, Duane Reade is offering a free 2.5-ounce Dream Water shot with the purchase of any of its private-label DeLish food products. The promotion, dubbed "This Holiday season, Have a Good Night’s Sleep on Us," runs from December 5 to 11.

Dream Water’s sleep and relaxation beverages feature a proprietary formula of time-tested, all-natural active ingredients to help consumers relax and fall asleep, including GABA (gamma-aminobutyric acid) to help one relax, melatonin to help induce sleep, and 5-htp (tryptophan) to help improve the quality of sleep, according to Sarpes. The beverages also have no calories or preservatives.

Available now at Duane Reade is the Dream Water shot, offered in Lullaby Lemon with Hints of Tea and Snoozeberry (blueberry and pomegranate) flavors. Each shot retails for $2.99. In January, the chain is slated to carry the 8-ounce Dream Water bottle, which will come in Lullaby Lemon with Hints of Tea and I Dream of Kiwi…and Plum flavors retail for $2.49.

"Duane Reade prides itself on supporting the launch of innovative products that clearly fulfill the needs of our customers," Joe Magnacca, senior vice president and chief merchandising officer at Duane Reade, said in a statement. "Dream Water is just such a product and we welcome them to our stores, just in time for the busy and hectic holiday season when New Yorkers arguably need a good night’s sleep more than any other time of year."

Sarpes reported that according to a 2006 report by the Institute of Medicine, more than 70 million Americans suffer from sleep issues, such as insomnia, sleep apnea and more simple problems like recovering from jet lag. And with the recession, longer working hours and added stress, many consumers are seeking new methods to help them sleep more soundly, the company said.

"In a time where stress is a contributing factor to increased sleep-related issues, most Americans don’t or can’t get a full night’s rest. Dream Water launches at an important moment to vastly help improve the quality and productivity of our daily lives by facilitating a more meaningful night’s sleep," comments Adam Platzner, chief marketing officer for Sarpes. "Duane Reade is a natural retail partner for this product line, as New Yorkers have long relied on the iconic chain for everyday life’s products and services."


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