Interview with Kevin Gardner of 925 energy shot
Question 1. Who are you and what is the name of your company.
My name is Kevin Gardner, and I am the CEO of Energy Beverages Worldwide Ltd or “Enerbev”
Question 2. How many people work for your company?
We have 14 people currently working for the company.
Question 3. Who came up with the idea for 9-2-5 energy shot originally? What’s the story behind it?
There is some debate inside the company, but we were brainstorming names at a meeting early on in the life of the company, and one of the co-owners, William Wooten, claims he came up with the name 9-2-5 while I believe I came up with that suggestion. We wanted a name that best describes a product that could be used for energy at anytime during the day or night. We decided you could drink the product at 9 in the morning and would last you through the workday to 5pm or drink the product at 9 PM and get you though your night out on the town until 5 AM. We had a eureka moment and thought it was the perfect name for our product.
Question 4. How was the flavor chosen? I am not aware of any other black cherry shots.
Well, we tasted sampled of as many energy drinks and shots as we could find to determine the market, and to be totally honest, most of the energy shots we tasted were not very pleasant. We noticed that there were very few cherry flavored energy drinks or shots while many of our favorite sodas were cherry flavored. We sampled many different cherry and other flavors and finally decided to go with our smooth black cherry flavor since we felt it had a great initial taste profile and practically eliminated any negative aftertaste.
Question 5. How did you decide which ingredients to put in 925?
We wanted to produce a low calorie, strong energy shot loaded with vitamins and antioxidant- a healthy, yet powerful energy shot. We chose a formula full of B Vitamins, antioxidants- green tea, yerba mate, and ginseng, and 120 mg of caffeine for kick. We couldn’t believe we loaded the 9-2-5 formula with all of these ingredients and it still tasted great with only 6 calories per serving.
Question 6. Do you plan on releasing other flavors or maybe a full size drink?
We are currently developing other flavors of 9-2-5 for specific international markets. Our research has shown that certain cultures have an affinity for specific flavors so we plan on tailoring our shot to those tastes. We do not plan on developing a full size energy drink as we believe the future of energy drinks will be the shot variety. We are considering expanding into nutritional supplements and other wellness beverages as we believe people will come to realize the healthy qualities of 9-2-5 and look to Enerbev for other mature, innovative beverages and wellness products.
Question 7. Some companies target extreme athletes, Students, Party crowd, etc... Who is your target market?
We focus on everyday busy men and women who need energy to help get them through their stressful days. In particular, we market to truck drivers, soccer moms, business men and women, video gamers, sailors, poker players, college and graduate students, golfers, gym users, and yachting enthusiasts. Basically, anyone that needs an added boost from a quality energy shot with sharp, professional packaging.
Question 8. Who is your products main competition? Energy drinks, Energy shots, energy pills. The big boys like RB, Monster, 5 hour energy?
Mainly energy shot players like 5 Hour and the new energy shots from Monster, Rockstar, and Nos. However, people are choosing between energy drinks or shots when they decide to choose an energy beverage so energy drinks should be considered competitors as well. In most of our international markets, we are competing against Red Bull and a couple of other energy drink players, but we are normally one of very few energy shot options.
Question 9. What are your feelings on the current controversy concerning mixing energy drinks/shots and alcohol?
In many international markets, mixing energy drinks and alcohol cannot be performed by the bar staff. The bartender or server can sell them separately to the consumer, but the consumer must mix his/her own drink. We believe that the USA government and other governments should put in place stricter regulations on the amount of energy drinks that should be consumer per day and limit the amount of energy drink and alcohol mixers that can be consumed per day.
Question 10. Who designed your bottle and Label? Why was this design chosen?
The designer for 9-2-5 was Richard Norris with Project 13. We knew we wanted a clean, professional look that highlighted the name and meaning of 9-2-5. We thought Richard perfectly captured our directions and added his own unique perspective. We wanted a modern, fresh design that looked futuristic yet professional. We liked our choices of silver and metallic orange. We didn’t really need many revisions. Richard was spot on from the beginning of his designs.
Question 11: Where is 9-2-5 distributed and do you plan on expanding?
9-2-5 is currently distributed throughout most of Europe. I have included the list of distributors and locations below. Also, we are currently in negotiations for distributors in India, Nigeria, South Africa, Canada, the Caribbean, China, and the rest of Asia. For London locations, please contact Ramesh with BMV at 020 8963 0334 or bmvltd@yahoo.co.uk
For Birmingham, England, please contact Aidan at Fred Steele Ltd at 0121 555 8810.
For South West, England, please contact Simon at Charles of Cheddar at 01934 742612.
For Wales, please contact Martin at Weekes Bros Ltd at 01685 723329.
For Edinburgh, Scotland, please contact Gerry with Bellevue CC at 0131 557 5350.
For Kelso, Scotland, please contact Paul at Paul Burton Wholesale at 01573 226007.
For Fife, Scotland, please contact Mark at Alan Wilson Snacks at 01592 653998.
For Northern Ireland, please contact Adrian with Courtney & Nelson at 02890 682066.
For the Republic of Ireland, please contact Alan with Kelkin Lyd at 00353 14600 400.
For the Channel Islands, please contact the Jaffe agencies at jaffe@jerseymail.co.uk or 01534 725241.
For any other location in the UK or Ireland, please contact Mark at mark@9-2-5energy.com.
In the Benelux region, please contact Tijs at tijsschenk@chello.nl.
In Germany and Eastern Europe, please contact Dieter at DieterFBallo-Consulting@t-online.de.
In Sweden, please contact Anders at 08 511 739 90or conwexa@telia.com.For Military/Duty Free requests, please contact Etienne at MF International Gmbh at 00 49 2421 82529.
Question 12: Is Player Aid identical to 9-2-5? Why choose a different name?
Player-Aid’s formula is identical to the basic 9-2-5 formula. Enerbev sells Player-Aid in the United States and focuses on video game stores, record stores and novelty shops. We felt the Player-Aid name had more relevance in the American market and better represented our chosen niche markets.
Question 13. Do you use 9-2-5 on a regular basis yourself?
I personally have a half a bottle of 9-2-5 before my early morning workout and finish off the bottle in a glass of water after my morning workout. If I am a feeling tired in the mid afternoon, I will also have a 9-2-5 to help me finish off the workday and keep me energized to play with children when I get home. Most of our employees are hooked on 9-2-5 and will drink them in the morning instead of coffee or in the afternoon for a quick pick-me-up. Our sales people like to use 9-2-5 when they are on long drives since it helps them stay alert and limits their bathroom trips. Lastly, a lot of our employees like to consume 9-2-5 before their athletic events.
Question 14: Do you feel web presence is important for an energy shot company?
Yes, I do. I believe we have a professional, catchy site loaded with information. I believe a website’s most important duties are to provide a ton of information about the product and its benefits, contact information for the company, and where to find the product (or contact someone who can help you find the product).
Question 15. Tell all Energy drink junkies out there why they should use and support 9-2-5. Give us your best sales pitch.
9-2-5 Energy Shot is the perfect beverage to satisfy your energy needs. 9-2-5 tastes great with its Black Cherry Flavor, provides a huge boost with no after-crash, is easy to consume, can be used very quickly, and can be carried in your pocket, purse, sport bag, or backpack- basically anywhere you can put your mobile phone - 9-2-5 Energy Shot is there. Furthermore, it is packed with vitamins, amino acids and has 200 mg of caffeine per 100 ml of fluid and only 6 calories per serving. Considering the portability, ability to consume hot or cold, lack of need for a restroom, and stylish packaging, why would you want to drink anything else?
Read the review of 925 energy shot