Loud Records, founded by music mogul Steve Rifkind, has partnered with industry veteran Ron Urban for the launch of Loud Beverage Corp. A line of energy drinks will be the first to hit the market.

"This company's rich musical history has its roots in marketing, and that's the same approach we are taking with Loud Energy Drinks. We will launch this product market by market in the manner of breaking records," says Rifkind in a statement. "In addition to traditional beverage marketing, we utilize radio, DJs, mixtapes, club nights and promotions with non-traditional entertainment and lifestyle accounts."

Loud Energy Drinks currently come in two flavors (Classic Mix and Sitrus Stunner) with a third (Grapple Sauce) in production and a fourth (the sugar-free Pomberry Zero) completing formulation. The company also has several other lines in development.

Loud Energy Drinks are available in various cities nationwide, including San Francisco, Los Angeles and New York. Local promotions are planned with partner Universal Music Group at over 200 independent indie retail outlets.