Hollister resident uses his own sense of style to market local
energy drink
”
Let me crack that open for you,
”
Tony Castro said. It was a hot Tuesday afternoon and Castro was
standing outside of Diaz Liquors in Hollister.
Hollister resident uses his own sense of style to market local energy drink
“Let me crack that open for you,” Tony Castro said. It was a hot Tuesday afternoon and Castro was standing outside of Diaz Liquors in Hollister.
Castro – the founder and president of Halftime Energy Drink – had stopped by the liquor store to check his stock and saw Chris Day, a driver for MTC Distributing delivering beverages. He decided to buy Day a can.
He handed the can to Day who stopped and took a drink. Day looked at the design of the can and smiled.
“That’s good,” Day said. “It’s mild. I’m not a big fruit punch drinker, but this is good.”
That’s what Castro likes to hear. He’s happiest when he gets to meet new people and have them taste his drink.
Castro, who lives in Hollister, decided six years ago to create his own energy drink. A former Olympic weightlifter, Castro noticed he no longer had the same energy levels when he worked out as he did when he was younger. Someone suggested Red Bull, but he wasn’t impressed by the taste and decided to try creating his own energy drink.
Today, his drink is available in almost every convenience store in Hollister and is working its way north through Morgan Hill and into San Jose.
“My motto to my guys is one store and one person at a time,” Castro said. “Once we get Santa Clara County under our belts, we’re going to be key players in this game.
“Energy drinks are the latest, greatest thing right now,” he continued. “Why would you drink a soda that isn’t going to do you any good other than the stimulation from the caffeine? Now you’ve got a drink that gives you B6, B12, and taurine – all of the good stuff that is actually going to help you do something.”
While doing his research, Castro was surprised to learn that no one had used the name Halftime for an energy drink. He thought it sounded like a logical choice.
“It’s an ingenious name,” Castro said. “I see this as being the drink at every football game, every basketball game, and every motor cross event. Sports, work or play, we’ve got a great slogan.”
He and his two partners, Jason DiLaura and Doug Shaffer, worked long hours in coming up with what they feel is the perfect drink, Castro said. Halftime is non-carbonated and has a mild fruit punch flavor. The drink is available in a 16-ounce can.
“My drink has no aftertaste and doesn’t give you that crash like other drinks,” Castro said.
Bevnet.com, which according to Castro is the Wall Street Journal of beverages, recently rated Halftime Energy drink higher than Red Bull.
“As far as I’m concerned [Red Bull] are the kings, but are they going to maintain their king status? No,” said Castro.
Energy drinks are still relatively new to the U.S. market, despite being nearly 20 years old. Energy drinks were first introduced in Europe and Asia, and Red Bull was the first one sold in America. Early energy drinks were non-alcoholic and offered a combination of energy and vitamins, primarily B vitamins.
The drinks were first accepted mostly by U.S. athletes who would use the drinks to give them extra energy before and during workouts or competitions. As word spread about the drinks’ effects, however, the general public entered the energy drink craze, as well, and as demand increased, so did the number of products – like Halftime – hitting the market.
During a recent promotion in front of Diaz Liquors, the store sold more than 100 cans of Halftime in less than three hours. Halftime’s three owners were set up in the parking lot with a tent, passing out free samples. When customers purchased cans of the energy drink, the owners offered a matching number of free beverages to them.
Andre Lucas, 13, bought a case and was given a case free along with a free t-shirt. Lucas, who plays baseball, likes to drink a can before a game.
“I like the taste and it keeps you up,” Lucas said.
Lucas used his graduation money to buy the drinks and said the supply would last him about three weeks.
The event attracted new customers as well. Frank Orabuena, who said he was in a hurry, took time to try a sample. He promptly went back inside and bought a case. Halftime tastes better than Monster Energy drinks, Orabuena said.
Hollister resident Debra Tollefsen, who said she only drank Monster Energy drinks, tried a sample and was instantly converted. She bought three cans.
“This is better than Monster. There’s no aftertaste,” she said.
Another skeptical customer was Mike Barnett. He didn’t want to try Halftime because, he said, “energy drinks upset my stomach.”
But Castro persuaded Barnett, who found he liked it. He went back in and bought a couple of cans.
“This is better than the rest of the stuff I’ve tasted,” he said.
Castro made a promise to people at the promotion – if they didn’t like his drink, they could kick him in the leg. During the three hour event there were only two people who did not like the taste.
He believes he is the “only president/founder in the world” that goes out on his own promotions and shakes hands, Castro said. He likes to get out and talk to people.
“I like to hand out business cards and tell people to call me. I tell them to be brutally honest with me,” Castro said. “I’m a big boy, I tell them. I have never yet had a negative response.”
The drink is not only available in stores, but also in certain restaurants in Hollister, such as Cheap Seats and Paines Restaurant, where they have developed a new drink. The Paines’ bartender mixes Halftime with vodka and calls it “The Strongman.”
Castro has received offers from people interested in investing in his drink and e-mails from professional sports players who want him to sponsor them.
“It’s not about the money for me,” Castro said. “It’s about winning and being competitive. My goal is to be one of the top three energy drinks out there.”
His image, and the image he wants for his drink, is simple – one of a down-to-earth guy who drives a pickup and wears jeans and a Halftime energy drink T-shirt.
“I’m always going to wear jeans and a T-shirt,” Castro said. “I’m always going to be available for people to let me know what they think.”
Castro can be seen all over Hollister driving his van, which is emblazoned with the Halftime logo. He drives to stores himself to see how well his drink is doing and to help restock the supply. He is constantly working to entice new customers. In about six months, Halftime energy drinks will be coming out with a lemon-lime flavor.
“It’s so rewarding to see people drinking your drink and wearing your shirt. It’s the best feeling in the world,” Castro said.
