Synergy Beverages
Synergy Beverages, previously known as Mojito Empire Inc., is a small start-up Los Angeles-based firm with experienced executives which makes cocktail mixers with the brand name Purista.
Marketing
Purista was initially created to simplify the bartenders' task of making complex cocktail drinks. Purista used a process of micro-filtering using cold bottled mixers to assure ease-of-use for both consumers and professional bartenders. The first Purista flavor was Mojito, and was followed by Caipirinha, Margarita, and Mojito Blackberry. The cocktail mixers are non-alcoholic super-premium concoctions made from natural ingredients; the firm does not use preservatives, additives or concentrates.
The marketing strategy is to serve its mixers at top venues such as the Nobu Malibu at the Malibu Country Mart (California), The Standard Hotel in Los Angeles, Tryst nightclub of Wynn Las Vegas, Hard Rock Hotel in Las Vegas, Mynt Lounge Miami and Surfcomber Hotel in Miami as well as sell through upscale liquor stores, supermarkets, and gourmet stores in California, Nevada, Texas, Colorado, and Florida. In addition, the firm promotes the brand at trade shows such as the 2008 Nightclub & Bar Convention and Trade Show. The size of the retail market for cocktail mixers in the United States was $500 million, according to one estimate. Price per bottle is $9.99 (online) as of August 2009.
Corporate governance
It was founded by German-born Michael Hensel. Key executives include Chairman, Guillaume Cuvelier, Director, Philippe Roederer (appointed August 2009), and business developer James Glasscock (formerly with Turner Broadcasting Systems and Playboy Entertainment Group.)
Recently, SVEDKA founder Guillaume Cuvelier and VOSS Water President Philippe Roederer joined Synergy Beverages' Board of Directors. The company is headquartered in Los Angeles, California and distributes products nationally to restaurants, bars, nightclubs, supermarkets, upscale liquor stores, and gourmet retailers.
In September 2009, Violator CEO Chris Lighty joined Purista's advisory board to aid in the four products' strategic marketing plans. Lighty had previously been named by Forbes as one of the entertainment industry's most influential talent managers.