HEAD Drinks, to quench the thirst for sport

HEAD, the sport lifestyle giant, has inked a new licensing agreement with Bohemia Healing Marienbad Waters (BHMW), expanding their licensing program in beverage sector.

According to Giuseppe Faranna, Vice President and Division Manager Licensing at HEAD Sport, given the strategic importance and affinity of the sport drinks category, for this project HEAD had been carefully looking for the best partner with the experience and the ability to create something innovative.

BHMW, a company specialized in bottling natural curative spring waters with a long history and heritage in the sector, dating back to the 17th Century, seemed to be the perfect match for HEAD’s portfolio expansion.

The result of this partnership is a line of new sport drinks containing mineral water (still and sparkling), isotonic drinks as well as Energy Drinks. The line of Energy Drinks is made in one basic orange  flavor followed in four complementary like lime, raspberry, watermelon and strawberry. But the most interesting is a  special premium line containing tastes like Mochito and Champagne.

Only natural ingredients (like caffeine)  are used for these drink in order to stay true to HEAD’s core strategy. A key component of the HEAD energy drinks will be typical “energizing” vitamins: Vitamin B6, Niacin, Pantothenic Acid and Vitamin B12 that will contributes to a reduction of tiredness and fatigue, to a normal function of nervous system and to a better energy metabolism.

Perfect for HEAD consumers who are looking for an innovative healthy alternative for rehydration.

About Ambra Farioli

Branding consultant and web communication expert, always on the go looking for interesting brands' r-evolution projects. Last but not least, passionate Brand Jam managing editor :-). If you wish to discover more follow me on twitter @Ambra_Farioli