Amp Energy, Dale Earnhardt Jr. debut new flavor

PURCHASE, N.Y. — Amp Energy, an energy drink from PepsiCo, announced a partnership with racing star Dale Earnhardt Jr. to produce a new sour grape flavor. The beverage, called Dale Jr. Sour, will be available for a limited time at select 7-Eleven stores across the country starting April 2.

Earnhardt Jr. picked the flavor for the product. He's also featured on the can alongside his No. 88 Chevrolet SS. "Selecting the great-tasting sour grape flavor for Amp Energy was a fun experience," he said. "I'm excited for my fans to try it and to hear what they think." 

On Thursday, April 10, six Charlotte, N.C.-based 7-Eleven stores will feature Dale Jr. Sour energy stands, which will give consumers the chance to try the new flavor. Additionally, Earnhardt Jr. is slated to surprise hsi fans by making an appearance at one of those six locations and will hand out limited edition giveaways and samples of the new energy drink. The undisclosed location will be announced the morning of the event via the Amp Energy Twitter feed (@AMPEnergy).

"Like Dale Jr., consumers need real energy to take on whatever the day may bring," said Aziel Rivers, director of marketing, Amp Energy. "Working closely with Dale Jr., we created the new, unique sour grape flavor that we believe fans will reach for on race day or whenever they are looking for a boost of energy."

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