By W.S. Lewis
The borough that has continued to bring you forward-thinking ideas has yet another innovation coming its way — the newest thirst-quenching energy drink currently rolling out in the New York City area. FYXX HYBRID Energy Water combines refreshing spring water with a boost of natural caffeine to keep borough residents working and playing harder. “What we did was fill the void between the water and energy drink markets. We wanted to create a healthy alternative to the other energy drinks out there,” said Mitchell Rappel, a founding member of the beverage company that created FYXX HYBRID WATER, called Str8up Beverages. FYXX HYBRID strips out the many chemicals found in other energy drinks. The drink also adds no artificial colors, stabilizers, or added sweeteners, which means no unnecessary calories or carbohydrates. Rappel said the key to FYXX is the taste of natural spring water that both hydrates and energizes without that quick sugar rush followed by the crash that many energy drinks give you. “It’s an even, smooth energy boost,” said Rappel. “FYXX is great as a nightlife pick-me-up as well as in the fitness environment such as in health clubs, gyms and yoga studios.” Other markets for the drink are using it to replace that midday cup of coffee at the office and on college campuses for those all-night studying sessions. FYXX water has already picked up several national spokespeople including Minnesota Timberwolves point guard Randy Foye and is in the process of developing several flavors. The initial groundswell was enough to earn them Best New Water in the January 2008 issue of Food and Wine magazine and has even drawn interest from Borough President Marty Markowitz, who has asked for samples to be made available at his State of the Borough speech in early February. Rappel said FYXX Water is now on the market in limited locations throughout New York and New Jersey and has plans for growing distribution nationally and internationally over the course of this year. The marketing team is in the process of preparing a full-scale launch soon so look for your local stores to begin carrying it soon. The drink retails at $16.60 for a 12 pack. Distributors and individuals looking to carry or have this liquid sensation can log onto www.FYXXwater.com
