Cizzle Brands Corporation (Cboe Canada: CZZL) (OTC: CZZLF) (Frankfurt: 8YF) (the “Company” or “Cizzle Brands”) is excited to announce that two new flavors of its flagship beverage brand, CWENCH Hydration™, are now available at a growing number of retail locations. The Blue Raspberry and Rainbow ready-to-drink (“RTD”) varieties have been successfully placed in 54 gas stations across Ontario and Quebec. These stations, which operate under major fuel banners such as Esso, Shell, MacEwen, and Quickie, are owned and managed by MacEwen Petroleum. This expansion represents a significant milestone in the Company’s strategy to increase market penetration and consumer accessibility for CWENCH Hydration™.
This strategic placement was made possible through Cizzle Brands’ distribution partnership with Van Houtte Coffee Services (“VHCS”), a subsidiary of Keurig Canada Inc., which operates as Keurig Dr Pepper Canada. The collaboration was officially announced in a press release dated January 29, 2025, outlining the terms of the agreement. Under this arrangement, VHCS will oversee the national distribution of Cizzle Brands’ product lines across Canada and assume distributorship responsibilities for existing accounts in various retail categories, including sporting goods stores and stadiums. The successful integration of CWENCH Hydration™ into MacEwen Petroleum’s network is one of the first tangible results of this partnership and underscores the potential for further market expansion.
Cizzle Brands has identified several key aspects of the MacEwen placement that highlight the long-term business value of its relationship with VHCS:
- Rapid Expansion into a High-Traffic Retail Channel
- Within weeks of initiating distribution efforts for Cizzle Brands, VHCS has already secured placement for CWENCH Hydration™ in a chain of 54 retail locations spanning two provinces. The presence in Esso and Shell-branded stations further amplifies brand visibility and consumer reach.
- Entry into the Gas and Convenience Store Market
- Convenience stores and gas station retailers represent a critical sales channel for single-serving beverages. Consumers frequently purchase ready-to-drink products in these locations, making them an ideal environment for driving trial and repeat purchases of CWENCH Hydration™.
- Vast Potential for Further Growth
- VHCS services more than 30,000 commercial sites across Canada, presenting significant opportunities for future expansion. The potential for CWENCH Hydration™ and other Cizzle Brands products to be placed in additional retail outlets and commercial venues is immense, positioning the brand for substantial growth.
- Efficient Logistics and Scalability
- VHCS possesses a well-established infrastructure for warehousing, distribution, and last-mile delivery. This logistical strength allows Cizzle Brands to scale CWENCH Hydration™ nationwide without bearing the high costs associated with building and maintaining its own distribution network. The partnership ensures a streamlined supply chain while preserving the Company’s profit margins.
John Celenza, the Founder, Chairman, and Chief Executive Officer of Cizzle Brands, expressed his enthusiasm about the partnership’s early successes and its impact on the Company’s growth trajectory. He stated:
“Working with VHCS marks a transformative phase for Cizzle Brands, as it enables us to bring CWENCH Hydration™ to consumers at a mass scale within a remarkably short period. The ability to make our products readily available in high-traffic retail locations plays a crucial role in driving brand awareness and consumer adoption in the beverage sector. This partnership with VHCS accelerates our market expansion at a scale that is typically out of reach for newer brands.
Traditionally, major beverage distributors like Keurig Dr Pepper do not onboard brands that are still in the early stages of their market journey. CWENCH Hydration™ was first introduced to the market in May 2024, and since then, we have been diligently building grassroots-level demand. VHCS now serves as a powerful catalyst in taking that demand to the next level. It is worth noting that CWENCH Hydration™ has so far only been placed in a fraction of VHCS’ vast commercial network. With just a few weeks into this partnership, we are confident that this is just the beginning of an exciting growth journey for our brand.”
Expanding Beyond Gas Stations
While the initial rollout in MacEwen Petroleum’s gas stations is a significant achievement, Cizzle Brands is actively working on further expanding CWENCH Hydration™’s presence. With VHCS’s extensive commercial network, the brand has the potential to secure placements in additional retail environments, including:
- Large grocery store chains
- Fitness centers and gyms
- University and college campuses
- Entertainment venues, including stadiums and concert halls
- Workplace cafeterias and vending services
The Company is also exploring digital marketing and promotional campaigns to enhance brand recognition and consumer engagement. By leveraging social media influencers, athlete partnerships, and targeted advertising, Cizzle Brands aims to solidify CWENCH Hydration™’s positioning as a leading hydration product in the competitive RTD beverage market.
Competitive Edge in the RTD Beverage Market
The ready-to-drink beverage industry is highly competitive, with established players dominating shelf space in retail stores. However, CWENCH Hydration™ differentiates itself through its unique flavor offerings, functional hydration benefits, and premium branding. The Blue Raspberry and Rainbow flavors cater to modern consumer preferences for refreshing, great-tasting drinks that provide hydration on the go. Additionally, Cizzle Brands is committed to maintaining high-quality ingredients and innovative product formulations to meet evolving consumer demands.
