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Energy drink rockets to retail

In September, Ferolito Vultaggio & Sons, Lake Success, NY, “launched” its AriZona Rx Extreme Energy Shot drink in a package that resembles a rocket. The drink uses an 8-oz aluminum can topped with a polypropylene cap that doubles as a “shot cup.” According to Ferolito Vultaggio & Sons, creators of the AriZona Beverage brand, the “shot cup” provides an industry-first sanitary cap.

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“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)

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