By ALAN SNEL
LVSportsBiz.com
The Maloof family, a founding partner of the Vegas Golden Knights and former owners of the NBA Sacramento Kings, has re-named its hydration drink to “Drinkade.”
The drink was formerly called, “Never Too Hungover,” but the Maloofs have changed the name to Drinkade and will focus on its hydration qualities during the marketing campaign, said Joe Maloof, the eldest brother of the Maloofs.
With the new Drinkade name, the owner will target retailers such as Total Wine & More, CVS Pharmacy and Walgreens, Joe Maloof said.
He noted the family will even look to sell Drinkade to the U.S. Army.
Joe Maloof said the marketing will focus on a “celebrate feel great” message and not focus on hangovers.
The Maloof family had purchased majority ownership of the Never Too Hungover brand in 2014 from Parrish Whitaker. Whitaker had created the drink after his family doctor prescribed it to help his sister and his father after his father donated a kidney to Parrish’s lupus-suffering sister.
The Never Too Hungover distribution started in Las Vegas in July 2014.
ADVERTISEMENT
The Maloofs are the founding partners of the Vegas Golden Knights, along with Bill Foley. The family also owned the Sacramento Kings and Houston Rockets in the NBA.