The Sporting Life

October 2004
Convenience Store News;10/16/2004, Vol. 40 Issue 13, p138
Trade Publication
This article highlights the marketing and business of sports drink. Since the recent saga between Michael Eisner and his detractors has become something of a sport, it's only fitting that sports drink consumers are most likely to visit a Disney Web site. Okay, maybe not. But it is understandable that, according to Spectra Marketing, www.irs.gov indexed as high as 147. Think of all the perspiration that's generated at tax time. While Red Bull remains the dominant brand, a plethora of energy drinks entering the fray has resulted in the category catapulting past the half-billion dollar mark and approaching $750 million in all-channel retail sales for the 52-week period ending July 3, 2004, according to ACNielsen.


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