Channel Check

Spotlight Category Contest #1 – Beverage Spectrumwill send a mixed case of energy shots to the first reader who

successfully re-orders the scrambled Gatorade hierarchy into usable sales numbers, particularly as some products get re-labeled, others go off the market, and some just plain take off. But even as the label change helps out Gatorade, there’s a much more easily codified change in the category – and that is that POWERADE has been growing like gangbusters, with sales up 50 percent over the previous year. Unit sales are up even higher than that, indicating discounting is definitely part of that movement, but it looks like Coke has nonetheless gotten some important share in the scramble.