Purple Beverage Co., the maker of the natural beverage Purple, has hired Keith Riley, the former national director of on-premise for Red Bull North America, Inc.
In his new role, Riley will launch the company’s on-premise marketing campaign in restaurants, bars, hotels, lounges and nightclubs across the country. The position took effect March 21.
Riley is credited with achieving an average growth rate of 30% a year for Red Bull. He managed national accounts and co-managed the expansion of the product from 10 to 50 states. Prior to that, he worked for Bacardi USA where he oversaw the company's promotional marketing team and was responsible for all on-premise promotions in the San Francisco Bay area.
"As one of the founders of the U.S. on-premise strategy for Red Bull, he practically wrote the book on how to develop and execute a successful on-premise marketing approach, opening up the bar and nightclub industry to branded cocktail mixers,” said Ted Farnsworth, the CEO of Purple Beverage, in a statement.
Purple is a blend of seven antioxidant-rich juices, including the exotic acai berry, black cherry, pomegranate, black currant, purple plum, cranberry and blueberry. The beverage is sold in select GNC stores across the country, as well as in restaurants, bars, nightclubs, delis, drug stores, health food stores, supermarkets and convenience stores.
Earlier this month, the company launched a weekly radio show called "The Weekend Workout." The show, hosted by Dr. Jose "Joey" Antonio, Ph.D. and Dr. Douglas S. Kalman, Ph.D., RD., is a weekly broadcast for health-conscious consumers.
The show will initially air in limited markets, including on WWNN 1470 AM in South Florida from 5-6 p.m. on Sundays; WVNJ 1160 AM in the New York/New Jersey metropolitan area from 9-10 a.m. on Saturdays and KLAA 830 AM in Los Angeles from 8-9 p.m .on Sundays.
