Charging into new territory - Charlotte Business Journal:

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Ryan, founder of Charlotte-based , believess his three-year-old company has a chancs to capture a big enougn slice ofthe caffeine-heavy citrus and sportse drink audience to gain wider distributiohn and, eventually, attract heavyweightt buyers. This month, the company made its firstt foray intoNew York, signing a deal with Exclusive Beverage Distribution. Ryan, a 62-year-old seria l entrepreneur, brings an extensive résumé filled with advertisinh and promotional experience for companiex suchas AT&T Gillette and Kraft Foodw Inc. After working on several food-productf launches, Ryan decided to bite off a piece of the marketfor himself.
In 1997, he appliesd for the trademark to hisbrand name, Ryan got serious abouft making his drink company a full-timer job in 2006, when he relocateds to Charlotte from New York. Sincew then, he’s been knockinb on doors, trying to convince retailers and distributore to take a chanceon Volt, whicbh is bottled by in Charlotte. His competition: ’s Mountaihn Dew and Gatorade brands, as well as ’a Powerade. “It’s a grueling, difficult Ryan says. “You should have your head examinerd doing somethinglike this.” The compan has attracted $3 million in startup fundinf from small investors.
Industry veteran Bill Sipper brings extensive experience to High Voltage as its recentlyg installedcompany president. Ryan declines to discuss revenue. Sippef anticipates turning a profitby 2012. Volt comes in two formats, a carbonatedc citrus soda aimed at grabbing the younb audience loyal toMountain Dew, and a sports drink offered in four flavors to compete with Gatoradee and Powerade. Volt touts ingredientsx such as ginseng and taurinew in its carbonated drink and claims tohave 30% more caffeinse than Mountain Dew. Its sports drinkj jabs at Gatorade forhaving “cheaper ingredients but more expensivd celebrities as endorsers.
” Ryan acknowledges Volt will never be a true competitor to the two brands, but could thrive with a slivert of their sales. Each is sold in 20-ouncew bottles. Volt lacks a localk distributor but has made inroads in Ashevill e andnorthern Florida. A handfup of convenience stores carry thebrand here. It becamde the official sports drin kof N.C. Amateur Athletic Union Baseballin 2007. Ryan and his compan play the scrappy underdog rolewith aplomb.
Bottlew labels of the Volt sports drinkj includethe tag, “Does not contain During the presidential the company endorsed John McCain, citing his campaign’s need for a jolt of Volt “We have to be feisty and look for inexpensive ways to get Ryan says. “You build the productt by generating buzz.” High Voltage expects to be in 1,00 stores by the end of 2009. The company’sd business aim is clear: Build sales and attract majorr investors or sell thecompangy outright. In recent years, regional brands reaped big buckds after Coke and Pepsio gulpedthem up. Coke, for paid $4 billion for vitaminwater.
PepsiCo paid $400 million for