Hospitality, lifestyle and real estate development company sbe announced that PepsiCo will become its exclusive soft-drink and non-carbonated beverage partner, providing popular brands such as Pepsi, Mountain Dew, Mountain Dew Kickstart, Gatorade, Tropicana, Lipton Iced Tea, Naked Juice and IZZE. Through the new partnership, sbe and PepsiCo will focus on bringing unique innovations and opportunities to consumers to amplify their experiences with both companies' brands.
The relationship encompasses sbe properties in the U.S., including the new SLS Las Vegas, which opens on Aug. 23.
"sbe, like PepsiCo, strives to captivate consumers in a meaningful way and give them once-in-a-lifetime moments. We believe in bringing the best innovations to our guests and are looking forward to giving them new ways to touch, taste and experience PepsiCo beverages," says Sam Bakhshandehpour, President of sbe. "We're excited about our exclusive partnership with PepsiCo and know our guests will enjoy its delicious products, as well as the creative events we'll partner on."
Las Vegas' first Pepsi Spire, a state-of-the-art fountain beverage dispenser, will be located at the 800 Degrees Neapolitan Pizzeria at SLS Las Vegas. Pepsi Spire 2.0 gives consumers the opportunity to make up to 500 beverage combinations using a 15-inch interactive touchscreen. The unit pours a wide range of brands from PepsiCo's diverse portfolio of carbonated and non-carbonated beverages, as well as an assortment of no-calorie flavor shots, including cherry, lemon, vanilla and strawberry.
PepsiCo beverages also will be used to create specialty, trend-forward drinks as part of SLS Las Vegas' cocktail menu, which will only be available at that hotel. Innovations include out-of-the-box drinks and edible creations like Pepsi-Cola Made with Real Sugar sorbet and Pepsi, Sierra Mist and IZZE flavor capsules that burst in your mouth.
"Pop culture, music and entertainment are at the core of how both PepsiCo and sbe engage consumers – making this partnership a great fit," says Roberto Rios, chief marketing officer of PepsiCo Foodservice. "We're proud to be able to provide our vast portfolio of beverage and food brands to its guests and are looking forward to working together on future product innovations and bringing consumers immersive experiences that will unlock the excitement of now."
The conversion of sbe properties to PepsiCo products is expected to be complete by fall 2014.