Hard Rock Debuts Energy Drinks

A new line of Hard Rock-branded energy drinks are making their debut in South Florida, which will serve as a test market for a broader roll out of the beverages.

The drinks were created by the business development arm of the Seminole Tribe of Florida, which purchased the Orlando-based Hard Rock International in 2007. A new venture, Enterprise Beverage Group, of which the Seminole Tribe of Florida is the majority owner, has been established to produce, distribute and market the Hard Rock Energy drinks.

"True to the Hard Rock brand, this energy drink has the power to help people rock harder,” says John Galloway, chief marketing officer and vice president of marketing, Hard Rock International. “It's a great product and we couldn't be more excited to put our stamp on this market. It's an exciting new step for Hard Rock."

Three flavors of Hard Rock energy drinks–original, paradise punch and sugar-free–are on sale now at all convenience stores operated by the Seminole Tribe of Florida, and distribution is already underway to additional retailers, restaurants, bars, hotels and other food service operators. The test market will expand to the Chicago area in 2014, with a potential national roll out slated for 2015.

"Hard Rock Energy drinks are a logical extension of our growing line of beverage products, including citrus juices sold under the Seminole Pride brand," says Tony Sanchez Jr., president, the Seminole Tribe of Florida.