Swedish startup wins the world's greatest beverage competition award

"It's like Sweden winning the World Cup. We were selected over industry giant Pernod Ricard, with its more than 18,000 employees," said Noa Fridmark, NOA Potions founder. "We have less than 10 people currently working at our company, and the awards jury thought we had a better product. This is big."

The World Beverage Innovation Awards is the world's largest beverage competition. Last year more than 400 contributions from over 40 different countries competed. Contestants included Coca-Cola, Nestle, Arla Carlsberg and Evian. Winners were selected on November 12 at BrauBevaile, the world's largest exhibition for the beverage industry, in Nuremberg, Germany.

Relaxation beverages, a contrast to popular energy drinks, have found major success in the US. As a market sector, it has been singled out as the next trillion dollar industry by such news outlets as Bloomberg and The Wall Street Journal.

Within the space of a year, Fridmark had taken NOA Relaxation from idea to finished product. Many of the big names in the industry have opened their eyes to the young entrepreneur and his new drink. Among the company investors are Robert Grenemark, former CEO of Red Bull Scandinavia, Göran Lundqvist, former Absolut Vodka global CEO, and Jarno Vanhatapio, founder of Nelly.com.

Thanks to Noa and his team, the relaxation beverage has arrived in Sweden. NOA Relaxation has been available in stores for nearly a month, and has already received considerable attention both nationally and internationally.

"We fill a void in the market today, and customers have welcomed the drink with open arms," explains Fridmark. "Relaxation drinks emerged as a reaction to energy drinks. The need is there--people are stressed out. Our drink sharpens the mind, but calms the body, and is a healthier way to increase focus. I see this prize as a recognition of those qualities."