Dive Brief:

• The Seminole Tribe of Florida has jumped into the fast-growing energy drink business, debuting a canned beverage under the Hard Rock brand.
• The tribe's business-development arm, flush with cash from the casino industry, bought Orlando-based Hard Rock International in 2007. 
• The drinks are available at Seminole-run convenience stores in South Florida. Plans are underway to expand to the Chicago area next.

Dive Insight:

We're not surprised to see the Seminole tribe sell drinks. This isn't its first venture into the beverage business. The tribe sells citrus juices under the Seminole Pride brand. Still, this seems a bit of a stretch. We'll wait to see how much of a market there may be for an energy drink with a theme-restaurant-brand theme.