Coke is killing Mad River. They went out and scooped it up to compete with Pepsi's Sobe, but they aren't doing a damn thing with it. It's not in most of the chains here, and rarely do I see it in any c-stores. They've even resorted to putting $1 off of 1 coupons on the bottles.
Now, they are going to switch the package from glass to plastic. This will definately enable them to put it in schools and the like, where they don't want glass or carbonated soft drinks.
But who will buy it if they don't know what it is?