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AriZona Beverages adds Joe DiMaggio to licensed drinks line-up

by Samantha Loveday

Joltin’ Joe Espresso to launch mid-September across the US.

The Joe DiMaggio brand is moving into the drinks aisle – with AriZona Beverages rolling out a new offering called Joltin’ Joe Espresso.

It is the first foray into the branded coffee market for AriZona, although the firm has created beverages in the tea market featuring iconic athletes.

“The Joltin’ Joe brand seamlessly extends to coffee and energy, so launching our first beverage product with ready to drink sparkling espresso is consistent with our strategy to build a large footprint in the food and beverage category,” said Michelle Alfandari, managing member of Joe DiMaggio LLC.

“The fact that AriZona built a successful business on the principles of perseverance and hard work, principles which DiMaggio embodied, certainly played in our decision to approach them.”

As well as an image of DiMaggio, the can also features historical headlines including his famous 56-game hitting streak – a record unbroken to this day.

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