Powerade
Powerade is a sports drink created, manufactured and marketed by The Coca-Cola Company. Its primary competitor is PepsiCo's Gatorade brands.
History
In 1988, Powerade became the official sports drink of the Olympics, alongside Aquarius, another sports drink made by Coca-Cola. It is a rival of another sports drink, Gatorade.In July 2001, The Coca-Cola Company launched a new formula for Powerade including vitamins B3, B6 and B12, which play a role in energy metabolism.
In July 2002, The Coca-Cola Company updated the bottles of the standard Powerade to a new sport-grip bottle.
In 2002, The Coca-Cola Company introduced Powerade Option to the United States, in response to Gatorade's popular Propel. Option is a "low Calorie sports drink" that is colorless and sweetened with high fructose corn syrup, sucralose, and acesulfame potassium, to provide sugar-conscious consumers with another rehydration choice. Powerade Option took 36% of the Fitness Water category behind Propel's 42%.
In 2007, Powerade Zero was released, a sports drink with electrolytes, which contains no sugar, no calories and no carbohydrates. Powerade Option was subsequently discontinued.
In June 2009, The Coca-Cola Company bought Glacéau, owner of brands such as VitaminWater and SmartWater, for $4.1 billion, a price tag that signaled the company's seriousness in pursuing growth of non-carbonated beverages. Since then, the company has also given its Glacéau management team control of its Powerade sports drink brand.
Competition
Powerade's main competition is Gatorade marketed by the Quaker Oats Company, a division of PepsiCo. Gatorade, which was branded at the University of Florida in 1965, was the first commercially available sports drink in the United States. It now holds a commanding share of the market. As of 2011, Gatorade held a 70% market share to Powerade's 28.5%.All Sport is a competitor marketed by All Sport, Inc. and distributed by the Dr. Pepper Snapple Group. All Sport was marketed by PepsiCo until 2001, when Gatorade's maker, the Quaker Oats Company was acquired by PepsiCo. All Sport was sold to the Monarch Beverage Company soon after. Powerade and All Sport have each been distributed through their own direct store deliver channels. It was subsequently purchased by Gary Smith, the Chairman & CEO of All Sport, Inc. of Austin, Texas.
Outside the United States, the Lucozade energy drink competes with Powerade. Lucozade's formulation differs in that it uses primarily glucose and contains caffeine. The more direct competitor to Powerade and Gatorade is Lucozade Sport.
Sponsorships
- Powerade is the official sports drink of the Australian rugby league team, the Australian and Ireland rugby union teams, PGA Tour, NASCAR, NHRA, NCAA, the U.S. Olympic Team and many other national Olympic federations, The Football League and many other soccer leagues and teams around the world, FIFA, such as Rangers F.C, Club Universidad de Chile, Associação Atlética Ponte Preta, Independiente de Avellaneda, O'Higgins or Club Atlético River Plate and the IOC in no small part due to their overall contracts with Coca-Cola. Various other competitions also have sponsorship deals with the brand, although Gatorade historically has secured the lion's share of sponsorships. The drink is also Sponsor of the Honduran Soccer Team C.D. Olimpia.
- Powerade is the Official Hydration Partner of Melbourne Storm.
- The brand is also the exclusive beverage sponsor of the Hoops in the Sun basketball summer league, based out at Orchard Beach in the Bronx, New York. It is the only summer basketball league to be sponsored by the brand.
Ingredients
- Water
- High fructose corn syrup
- Salt
- Potassium citrate
- Phenylalanine
- Sucrose acetoisobutyrate
- Sodium citrate
- Malic acid
- Potassium phosphate
- Vitamin B6
- Vitamin B2
- Sugar
Flavors
United States
Currently, there are sixteen flavors of Powerade available in the United States:- Mountain Berry Blast
- Orange
- Fruit Punch
- Grape
- Lemon Lime
- Blackberry
- Melon
- White Cherry
- Strawberry Lemonade
- Tropical Mango
- Lemonade
- Watermelon Strawberry Wave
- Citrus Passionfruit
- Kiwi Pineapple
- Blue Raspberry Cherry
- Watermelon Lime
- Mixed Berry
- Grape
- Orange
- Fruit Punch
- Strawberry
- White Cherry
- Orange Tangerine
- Jagged Ice
- Tidal Burst
- Black Cherry Lime
- Infrared Freeze
- Mango
- Flava 23 Sour Berry
- Flava 23 Sour Melon
- Gold Medal
- Matrix Reloaded
- NHRA
- Light Andean Chill
- Light Aleutian Stream
- Option Grape
- Option Lemon
- Option Strawberry
- Option Black Cherry
- Zero Lemon Lime
- Psych
- Raize
- Advance Berry
- Advance Cherry Lime
- Cherry Apple
- Powerade Play Mixed Berry, Fruit Punch, Orange, and Grape flavors in 12 ounce bottles.
United Kingdom
- Berry & Tropical
- Cherry
- Orange
- Lemon-Lime
- Zero Berry & Tropical
- Zero red fruits
- Energy- Berry
- Energy- Orange
Australia
- ION4 Berry Ice
- ION4 Mountain Blast
- ION4 Lemon Lime
- ION4 Blackcurrant
- ION4 Gold Rush
- ION4 Silver Charge
- ION4 Pineapple Storm
- Zero Berry Ice
- Zero Mountain Blast
- Zero Lemon Lime
- White Cherry
- Fuel+ Berry Ice
- Fuel+ Mountain Blast
South Korea
- Mountain Blast extreme
- Vita Lemon juice
- Energy Punch blast
- Aqua Powerplus
- Powerade Recover
Discontinued Flavors
- Aqua Grapefruits
- Tidal Burst
- Guus Hiddink
- Gold Fever
Iceland
- Mountain Blast
- Orange
- Citrus Charge
- Snow Storm
- Cherry
Germany
- Mountain Blast
- Orange
- Wild Cherry
- Citron
Greece
- Mountain Blast
- Orange
- Blood Orange
- Citrus Charge
- Cherry
- Lemon
Denmark
- Mountain Blast
- Orange
France
- Ice Storm
- Orange
- Cherry
- Lemon
- Citron
- Zero Ice Storm
- Zero Red Fruits
- Blue Raspberry
Spain
- Ice Storm
- Blood Orange
- Citrus Charge
Colombia
- Mandarin Orange
- Mountain Blast
- Tropical Fruits
Switzerland
- Mountain Blast
- Orange
- Mango Green
- Zero Berry & Tropical
Sweden
- Mountain Blast
- Passionfruit
- Citrus/Lime
Finland
- Mountain Blast
- Orange
Venezuela
- Mountain Blast
- Tropical Fruits
- Mandarin
Norway
- Mountain Blast
- Orange
- Lemon
- Citrus Lime / Lemon
- Passionfruit
South Africa
- Jagged Ice
- Tangerine/Naartjie
- Island Burst
- Mountain Blast
- Orange
- Concentrated Tangerine/Naartjie
- Concentrated Jagged Ice
- Concentrated Mountain Blast
- Concentrated Orange
New Zealand
- Mountain Blast
- Berry Ice
- Lemon Lime
- Gold Burst
- Silver Charge
- Fever Pitch
- Blackcurrant
- Black Storm (black, discontinued
- Orange Zing (gold, discontinued
Turkey
- Ice Blast
- Sun Rush
- Citrus Charge
Russia
- Citrus Charge
- Gold
- Ice Storm
- Red
- Snow Storm
Estonia
- Mountain Blast
- Cherry
- Lemon
Canada
- Fruit Punch
Criticism
One Powerade ad campaign saying that Powerade ION4 is superior to Gatorade has been accused of being deceptive and false by Pepsi, the parent owner of Gatorade. The courts ruled in favor of Powerade as of August 2009.
Sponsors
- Graffie Abalon League
- Powerade Changcheon League