Big Red Ltd., an independent soda company based in Austin, Texas, has acquired Xyience, according to a report from beverage industry trade publication BevNET.
Part of the deal apparently includes that Xyience terminate its sponsorship deal with the UFC. Big Red intends to focus marketing the Xyience brand to a broader demographic of healthy consumers, and be less focused on the fight community. UFC fighters such as Ronda Rousey, Dan Hardy, Mark Munoz and Matt Serra have adorned Xyience cans.
Big Red Ltd. CEO Gary Smith said that he wouldn’t be abandoning the audience that Xyience has built with the fight community, he just intends on softening the approach and targeting other fitness enthusiasts, such as Crossfit athletes, Color Run participants, and marathoners.
The Xyience brand achieved its recent success under the ownership of the Fertitta brothers, who are also the majority owners of the UFC.
Financial terms of the deal were not disclosed.