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The Next Dumb Sports Drink Entry
About two to four times a year, a group of people full of personal pride and plenty of cash decide that they are going to unveil a sports drink. The joke is, they think they are going to be moderately successful. Unfortunately, due to distribution and market power, even if a drink tastes better and does more, no one is going to take down Gatorade and POWERade. It's just a bad market to get into. Nonetheless, this year has seen an entry called Tuff Guyz, a sports drink with a "blast of vitamins," and now -- get ready for this -- a company called Global Beverage Solutions is taking a crack at the market using none other than former Notre Dame walk-on Rudy Ruettiger as its main spokesperson. The company says their product has one-third of the sugar that a Gatorade or POWERade has, but a market study would have shown the company that there have been plenty of lower sugar sports drinks that have failed. According to their press release, one of the sports drinks helps in "ridding the body of antioxidants." Umm, why would anyone want to get rid of antioxidants? Antioxidants could prevent heart disease and cancer and I know of no data that suggests that antioxidants hurt a workout. The drink is currently trying to market itself to mass retailers, including Costco, but I'd be surprised if you see it on shelves anytime soon.
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