“We pulled out all the stops to create a package and product that would not be just another ‘me too’ to [energy drinks] already on the market,” says Don Vultaggio, FVS’s chairman and product designer.
The aluminum can from Ball’s Metal Beverage Container Operations (Broomfield, CO) is printed offset in five colors. The injection-molded silver cap is supplied by Transmonde Marketing Group (Brooklyn, NY).
AriZona Rx Extreme retails nationwide for $1.99. New York wholesalers include a cooler door suction rack for retail display. “When our ‘bottle rockets’ are lined up on those racks,” says Vultaggio, “they look like a fleet of rockets ready for takeoff.” (EF)