Responsible use of energy drinks and alcohol: a priority for Base Concept Inc.

    MONTREAL, Sept. 9 /CNW Telbec/ - Base Concept Inc, the Montreal company
behind Base Energy Drink supports the recent launch of Educ'alcool's
responsible use of energy drinks campaign and wishes to elaborate on the
uncertainty surrounding this subject.
    Since its beginning, Base has always supported consumer education on the
responsible use of energy drinks. "We are very pleased that energy drink
consumption, particularly mixing with alcohol, has finally caught the public's
attention" says Jimmy Alexander who acquired Base in 2007.
    Base Energy Drink is specifically formulated to be safe to use when
mixing with alcohol. 100% Taurine free, Base dérives its long lasting energy
from its secret recipe using a combination of natural herbs including the
Guarana plant which is its main source of energy. Base's proprietary
formulation will not cause palpitations nor overstimulation. Furthermore, the
Base formula contains Sodium and Potassium to balance the diuretic properties
of alcohol and Caffeine.
    The quick, short term energy boost associated with most energy drinks is
the resuit of the presence of Taurine, an amino acid that increases the body's
rate of absorption. When combined with Caffeine and alcohol, this accelerated
absorption may lead to impaired judgement and overconsumption.
    "It can be hard for consumers to make sense of all of the crazy marketing
and misinformation that surrounds the energy drink category. While we are a
small fish in a big pond, we have been educating customers and consumers about
their options for enjoying energy drinks safely and responsibly for the past
ten years", says Michael Vineberg, Base CEO.


    Base Concept Inc. is a Quebec company with its head office located in
Montreal and distributes the Base Energy and X Games Energy brands of energy
drinks to retail and on-premise establishments throughout North America.
    The company is best known in the bar network of Quebec, where it holds a
significant place with its Base Energy 250ml can with a dominant red star.

For further information:

For further information: Source: Michael Vineberg, CEO: (514) 939-1117
ext.405; Stéphane Boulay, Vice-Président Marketing: (514) 939-1117 ext.225

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