With platforms geared toward athletic enthusiasts, sports drinks experienced a resurgence in sales. The total category increased 14.9 percent to more than $3.9 billion in sales, according to SymphonyIRI Group, Chicago, for the 52 weeks ending May 15 in U.S. supermarkets, drug stores, gas and convenience stores and mass merchandise outlets, excluding Wal-Mart. Non-aseptic bottled sports drinks made up most of the category with more than $3.8 billion in sales and a 14.6 percent increase, SymphonyIRI states.  

The Coca-Cola Co., Atlanta, announced that Powerade, the official sports drink of the London 2012 Olympic Games, is offering athletes from around the world the opportunity to train with professional athletes and coaches at the Powerade Sports Academy during the Olympics.

 Sports and protein drinks are transitioning from being separate categories into one overall sports performance market, experts say.  

The Coca-Cola Co., Atlanta, reported strong third-quarter and year-to-date 2012 results, with solid volume and revenue growth and continued volume and value share gains in total non-alcohol ready-to-drink (NARTD) beverages, as well as across nearly every beverage category in which the company competes.

The Coca-Cola Co., Atlanta, reported growth in global volume, net revenues, earnings per share, and cash from operations in its full-year and fourth-quarter 2012 results.

The Coca-Cola Co., Atlanta, plans to host events for fans of all ages in the company’s hometown during the 2013 National Collegiate Athletic Association (NCAA) Men’s Final Four weekend, which also is taking place in Atlanta. Coke Zero, the official fan refreshment of the NCAA, and Powerade, the official sports drink of the NCAA, will be the dominant players in the company’s celebrations, it says.