Coca-Cola Co.'s Powerade has taken on the industry-leading sports drink, PepsiCo-owned Gatorade, with a campaign saying it hydrates better because it has more electrolytes. A billboard from Powerade shows half a Gatorade bottle and says, "Don't settle for an incomplete sports drink."
Jewel-Osco rolled out a "Cocktails 1-2-3" display in its spirits aisle that features monthly recipe cards and liquor brands. It also re-categorized beverages in the juice aisle and launched an in-store promotion for Gatorade.
Volt soda has about 30% more caffeine than Mountain Dew, plus energy-boosting ingredients such as guarana, ginseng and taurine, said Bill Sipper, president of High Voltage Beverages. The energy drink is being distributed in western North Carolina by Royal Crown Bottling Co.
Starbucks is adding a Cinnamon Dulce flavor to its line of Doubleshot Energy+Coffee ready-to-drink beverages. The new flavor will be sold in grocery and convenience stores staring next month, along with the existing Coffee, Mocha and Vanilla flavors.