Roaring Lion has taken a dominant position in Hollywood’s highly contested nightlife industry after being selected as the exclusive energy drink of the West Coast’s most powerful nightclub operator, SBE.
SBE has recently purchased Syndicate Hospitality, which has nearly doubled its holdings in the nightlife industry and has projected over $150 million in food and beverage revenues for 2011. Boasting a portfolio of 12 nightclub properties on the West Coast, SBE now has firmly established itself as the most powerful nightclub operator in the region.
After a year of testing the product, SBE’s Senior Director of operations, logistics and special projects, Boe Trumbull, was excited to announce the decision to partner with Roaring Lion in the many properties owned by SBE.
“The process to select Roaring Lion was a very lengthy one,” said Trumbull, manager of the company’s beverage division. “We’re a multi-platform company. We have our hotel chain (SLS Hotel, a nightclub type (Hyde Lounge or the Colony), a restaurant type (Katsuya) and more. I have to chose an energy drink brand that will work on all those levels simultaneously. We sampled, mixed and compared all major energy drink brands and found that the taste, body and balance of Roaring Lion was second to none-both by itself and as an accompaniment to our acclaimed specialty cocktail menus.”
The success has come as no surprise to Roaring Lion’s Founder and Operating Partner Sean Hackney, as Roaring Lion is on the way to becoming the only alternative to Red Bull on-premise in the USA.
“It is a blessing to be working with the highest caliber nightlife operators in the world. We look forward to supporting SBE’s rigorous efforts to engage Hollywood’s most image-conscious consumers with Roaring Lion energy drink.”
Roaring Lion will now be served in premiere venues such as the Colony, The Bazaar by Jose Andres, My House, Eden, The Abbey Food & Bar, MI-6, Area, My Studio, Hollywood’s Hyde Lounge and Katsuya’s four locations in Brentwood, Glendale, Hollywood and Downtown Los Angeles.
