Extreme drinks makes its Middle East debut

Extreme Media Group's brand of beverages - Extreme Drinks - is now being test marketed in Dubai, exclusively at Extreme Media-owned Ex Freshies café in Times Square mall. The brand is designed specifically to appeal to the under-25s, especially the active surf, skate and snowboarding set.

The range consists of seven drinks. Most notable is the water, which comes in a hip flask-shaped bottle with a clip for holding it onto your belt or bag. There is also a range of vitamin waters called Aqua Vits, a drink called Chill and an Extreme Energy drink. All drinks contain only natural ingredients.

According to Anthony Newman, Extreme Drinks managing director, a deal has been signed with a UAE distributor to bring the entire Extreme Drinks range to the wider market through the Gulf. The brand is currently available in more than 20 countries and have been buoyed up by continuous exposure on sister company Extreme Sports Channel.

The ethos of Extreme Drinks can possibly best be summed up by the Extreme Media website, which describes how the idea for the company came about: "One afternoon in August 2002, Tim Day and Al Gosling, founder of the Extreme and the Extreme Sports Channel, were in Tarifa, southern Spain. Tarifa is known for its epic wind conditions, perfect for kite surfing and windsurfing. However, that day there was virtually no wind, so with little else to do they were hanging out at the "Spin Out" bar on the beach shooting the breeze and nursing killer hangovers.

"While chilling in the Spanish sun and discussing life, Extreme and the recent success of another bullish drinks company, they concluded there was a gap in the drinks market and an opportunity to launch a new drinks company.

The goal was to deliver a range of natural fully "funk"tional drinks, incorporating natural ingredients to satisfy you across any different lifestyle occasion. They then spent 12 months learning about the drinks industry, developing the awesome range of drinks and launched the biz in early 2004." Right on.

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