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“Energy So LOUD You Can’t Sleep” - is the slogan for Loud energy drink. Available in two variants: Classic Mix and Sitrus Stunner, both are lightly carbonated with natural ingredients. Steve Rifkind, founder of the successful Loud Records hip hop label, has launched Loud Beverage Corp with backing from Universal Music Group.

Rifkind plans to put his street marketing expertise to work: “We will launch this product market by market, in the manner of breaking records. In addition to traditional beverage marketing, we use radio, DJs, mix tapes, club nights and promotions with non-traditional entertainment and lifestyle accounts. This company’s rich musical history has its roots in marketing, and that’s the same approach we are taking with Loud Energy Drinks.”

“The key strengths of the product are taste, packaging and marketing,” explained Rifkind. A third flavour (Grapple Sauce) is in production and a fourth ‘the sugar free Pomberry Zero’ is completing formulation.