After Failure: Cult Sports Drink Returns to Germany

Pepsi in partnership with Drinks & More brings back the well-known brand Gatorade to the German market, with the first attempt in 2009 having failed. In the fiercely competitive market for sports drinks, Coca-Cola and Pepsi are intensifying the competition. Coca-Cola is collaborating with FC Bayern Munich to establish its product Prime among fans and recreational athletes. Drinks & More plans to introduce Gatorade in the variants "Orange", "Tropical Burst", "Cool Blue", and "Lemon", some also in sugar-free versions. Gatorade is one of the most well-known and valuable non-alcoholic beverage brands worldwide. In Germany, Coca-Cola currently dominates the sports drink market with Powerade. The influencer drink Prime from Coca-Cola, promoted with the help of FC Bayern Munich, is also trying to gain a foothold. The tough competition is evident in the example of Repeat, a vitamin water promoted by footballer Marco Reus, which was not successful and has now disappeared from the shelves