February 19/Melbourne, Fla./Business Wire -- DNA Beverage Corporation announced industry veteran Russ Rickon has joined the company as vice president of new business development. Russ joins DNA after a career of having built brands, working directly with distributors in several capacities including as a broker and a distributor himself and in product development and market implementation. In all, Russ has spent more than thirty years in the beverage industry in virtually every capacity the business has to offer.

"I've joined DNA Energy Drink because I believe in the product, the personnel and the presentation of the product in the marketplace," said Russ. "I believe DNA Energy Drink has all of the ingredients for success; from superior taste to its management and complete marketing programs, it is very well positioned for growth. I look forward to the challenge of working with an up and coming brand and taking it to the next level."

"Russ' arrival at DNA demonstrates that industry vets who know what it takes to be successful in the energy category know we're the real deal and we're in it for the long haul," said Darren Marks, president of DNA Energy Drink. "Russ is another critical hire for the DNA team and we look forward to expanding our presence in additional markets through his expertise and contacts. We're pleased to welcome him."