The Energy And Sports Drink Industry

1103 Words Feb 6th, 2016 5 Pages
The energy and sports drink industry has been around for more than forty years. In those years the industry has gained many competitors. These competitors are competing to be the most innovative and the best among its competition. Although they all may offer something different, the end goal is to be profitable and to continue to grow globally in this industry. Many companies have succeeded and many have failed. However, the demands for these products are increasing and more people are consuming these beverages on an hourly or daily basis.
PepsiCo has been and still is one of the main contenders in the alternative drink industry. They have upset the industry by being the largest seller of beverages in the United States. The company started with Gatorade back in 1967 and has continued to be a number one competitor in the industry. PepsiCo’s resources and capabilities have contributed to its competitive advantages in the industry. According to Gamble (2011), “PepsiCo’s best selling alternative beverages included Gatorade which held 75 percent share of $1.57 billion U.S. sports drink market, Propel, SoBe, Lifewater, and Amp Energy. PepsiCo produced 12 flavors of Amp Energy drinks and two flavors of No Fear energy drinks. Its SoBe brand included both energy and vitamin-enhanced drinks. In 2010, PepsiCo bottled and marketed 2 varieties of SoBe Adrenaline Rush energy drinks and 28 varieties of SoBe vitamin-enhanced beverages. PepsiCo also marketed a line of DoubleShot…
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