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THE EXTREME DRINKS COMPANY APPOINTS GLOBAL EXECUTIVE CHAIRMAN

The Extreme Drinks Company, is proud to announce the appointment of international business leader, Keith Hogg, as its Executive Chairman, with a remit to further develop and enhance the Extreme Drinks brand and build its global presence.

Extreme International CEO and founder of the Extreme Brand, Al Gosling, said the company has been overwhelmed by the popularity the drinks range has received and that Keith's appointment will further strengthen the structure of the brand.

Keith has over 25 years experience in the drinks industry working for Courage and for Scottish & Newcastle. He has worked in all UK trade channels and, in his role as Managing Director of Scottish Courage Brands, one of the UK's largest FMCG suppliers, he was voted one of the top 10 most influential suppliers in 2005. His last role with S&N was Group Sales Director reporting to the CEO, which saw him working in places as diverse as San Francisco, Moscow and Mumbai.

Anthony Newman, Managing Director of the Extreme Drinks Company, said: "Our vitamin enriched, natural fruit flavoured water range 'Aqua Vitamins', which we launched in 2007, has received a brilliant response and sits well alongside our portfolio of Natural Energy, Chill and Sports can ranges, as well as our award-winning hipflask mineral water, Aqua Still. Having Keith on board is a great coup as we build upon this solid foundation."

The Extreme Drinks Company has seen increasing growth in Europe, the Middle East and the Americas, and coupled with Keith's considerable industry knowledge, this passionate brand is set to grow exponentially.

Mr Hogg said, "I am really pleased to have the chance to work with such an enthusiastic and passionate management team."

"I have been very impressed with the work that they have done to date and I am very confident that together we can take the business to greater success."

"We have a fun, exciting and energetic product range and with the combination of the dynamic Extreme brand, we will take this range, and more products currently in the pipe-line, to new levels, both locally and internationally" Mr Hogg said.

Throughout his career Mr Hogg has also been involved in professional sport and formerly as Chairman of Harlequins Rugby League Club and currently on the Board of Edinburgh Rugby.