This is It Sponsored Post:
These other companies might have just acquired Verve Beverage Compan which could be best known for the Verve Brand, and is possibly a premium energy beverage with approximately $236 million in historical sales.
They might have also entered into a Brand Development Agreement to probably build a direct to consumer platform for their Energy Drinks. The potential to build an authentic and large-scale community around the brand is what made others excited about working.
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