In the 1992 film “A League of Their Own,” Tom Hanks as uninspired former Cubs slugger Jimmy Dugan famously scolds his tearful right fielder Evelyn Gardner, “There’s no crying in baseball,” when she bypasses the cut-off fielder and the Rockford Peaches lose the lead. Although the sports and protein drinks category isn’t necessarily hitting it out of the park, the category nevertheless is “rounding the bases” with modest growth.
According to data from Chicago-based Information Resources Inc. (IRI), non-aseptic sports drinks generated sales just north of $7 billion in U.S. multi-outlets and convenience stores for the 52 weeks ending Feb. 23, an increase of 7.4 percent over the prior-year period.