Lil’ Drug Store, a leader in the distribution of health & beauty aid products within the convenience store channel, was seeking growth through new product introductions. The company had identified the non-refrigerated energy drink market as a high potential growth category.

Bolin advised Lil’ Drug Store that introducing a “me-too” private label item would have limited retailer and consumer appeal. Instead, we recommended a partnership with an established brand to expedite C-store buy-in, and quick trial and adoption by consumers.

Bolin identified the opportunity to partner with AriZona Beverages, facilitated the alliance and developed and executed the launch plan.

Exclusive partnership between Lil’ Drug Store and AriZona Beverages was announced at NACS Annual Trade Show. Over 40,000 C-stores confirmed initial orders. First product will ship in March 2009.