ZURICH, June 8, 2011 /PRNewswire/ --
- With Photo
Performa, the gategroup brand specializing in airport lounges and events services, has joined with L'Automobile Club de L'Ouest to launch the "24 Heures du Mans Endurance Drink." The drink is the official beverage of the world-famous Grand Prix of Endurance and Efficiency, which tests the staying power of both drivers and cars.
The partnership with L'Automobile Club de L'Ouest (ACO), represented by IMG Licensing, enables Performa to forge ahead in event services and the beverage is the first step in that direction.
"We are delighted to team with this respected and well-established business to conceive and execute a project that will extend its brand image to consumers around the world," said Performa CEO Jaap Roukens. "This breakthrough assignment underscores gategroup's strategy to extend its renowned expertise in aviation hospitality and supply chain management into adjacent markets through its various brands."
Following the introduction of "24 Heures du Mans Endurance Drink" on Easter Sunday to drivers and the press at the famous race circuit in Le Mans, France, the drink will be available during the 24 Heures du Mans Race June 11-12, 2011.
"The '24 Heures du Mans Endurance Drink' incorporates the core brand attributes of the 24 Heures du Mans race - endurance and focus," said Fabrice Bourrigaud, Marketing and Communications Manager of ACO. "We are pleased to partner with Performa and gategroup in this new exciting project."
The drink was developed for Performa by a company with expertise in nutritional and natural ingredients. It contains natural ingredients (isomaltulose -- derived from beet sugar --, natural caffeine and ginseng) combined with vitamin B complex and has a smooth taste.
"The reaction was extremely positive and all those present at the launch were pleasantly surprised with the race introducing its very own endurance drink," Roukens said. "The drivers were particularly appreciative of 'their' drink, and were confident that it would provide them longer lasting energy while on the road."
Capitalizing on gategroup's global logistics and distribution network, the drink will be sold in various countries around the world through retail distribution channels, including petrol stations and mass market outlets such as supermarkets. It will initially be introduced into the French market and other European countries where the 24 Heures du Mans Race is a popular event, such as UK, The Netherlands, Belgium and Denmark. For more, visit http://www.24heuresdumansdrink.com.
The business is not expected to have a material impact on gategroup's overall financial performance.
gategroup is the leading independent global provider of onboard services to companies that serve people on the move. gategroup comprises 11 member companies, which are deSter, eGate Solutions, Elan, Gate Aviation, Gate Gourmet, Gate Safe, Harmony, Performa, potmstudios, Pourshins and Supplair.
Shares of Zurich-based gategroup are traded on the SIX Swiss Exchange under the symbol GATE.
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