Cizzle's Cwench Hydration available at Pure Hockey

Executive Summary

• Cizzle Brands Corp. has secured a store-wide distribution agreement with Pure Hockey, placing its flagship product, Cwench Hydration, in all 84 of the retailer's U.S. locations.
• The expansion follows a successful initial launch in 25 stores starting in April 2025, driven by strong sales performance and engagement.
• This move significantly expands Cizzle Brands' U.S. retail footprint, adding availability in 32 U.S. states, and builds upon the company's status as the official hydration partner of USA Hockey.

Key Details

• Retail Partner: Pure Hockey, the leading retailer of hockey equipment and supplier in the United States.
• Scope of Distribution: Store-wide placement across all 84 Pure Hockey locations.
• Geographic Reach: Adds retail availability in 32 U.S. states.
• Distribution Facilitator: Muscle Foods (sports nutrition distribution giant).
• Product Assortment:
  • Hydration Mix: All four original Cwench flavors (berry crush, blue raspberry, cherry lime, rainbow swirl) in 10-count individual serving sleeves; 45-serving 315-gram container format; and the "tropical flow" flavor by Coach Chippy in 10-count format.
  • Ready-to-Drink (RTD): All four original flavors, "tropical flow," and newly announced flavors "Celly freeze" and "pink lemon flow."
  • Display: Cwench-branded refrigerators will be installed in all 84 stores for chilled RTD beverages.
  • Merchandise: Cwench-branded team bottles, spouted bottles, and shaker cups.
• Strategic Context: The U.S. expansion leverages the company's established success in Canada, where Cwench Hydration is carried in over 3,300 locations including major specialty retailers (SportChek, Canadian Tire, Pro Hockey Life, etc.) and grocery chains (Sobeys, Safeway, etc.).
• Prior Milestone: Cwench Hydration is the official hydration partner of USA Hockey.

Notable Quotes

• John Celenza, Founder, Chairman and CEO: "Our strategy has always been to spend the first 12 months following launch to systematically develop a strong footprint for Cwench in Canada... Now we're taking that playbook and building our presence in the U.S. That started in earnest with Cwench Hydration becoming the exclusive hydration of USA Hockey. Now it's accelerating with Pure Hockey, the largest hockey retailer in the U.S., which is carrying nearly the full range of Cwench products in all of their stores. The U.S. is a huge market for us to conquer, but we've proven our strategy in Canada and now we're excited to begin executing our U.S. strategy."