Full Throttle Energy Drink gives coffee a ‘kick’ with launch of new Full Throttle Coffee


ATLANTA–(BUSINESS WIRE)–Premium coffee gets fully charged
with the launch of Full Throttle Coffee, a creamy coffee and energy
blend set to be unleashed in the U.S. Pacific Northwest and Southeast
regions this month before rolling out nationally in August.

Made with 100 percent premium Colombian Arabica coffee and Full Throttles
energy and vitamin blend, Full Throttle Coffee is sure to rev up taste
buds in mocha, vanilla and caramel flavors. It will be available in
15-ounce aluminum cans.

Guys are increasingly looking for
great-tasting beverage options that will give them the extra kick
they need to conquer their day, said Rafael
Acevedo, Senior Brand Manager, Energy Drinks, Coca-Cola North America. Full
Throttle Coffee combines the smooth, rich taste of coffee with the
intensity that you can only get from a Full Throttle Energy Drink.

The launch of Full Throttle Coffee will be supported by an integrated
marketing campaign and a sampling plan to drive awareness and trial. All
introductory marketing materials will feature the tagline, Coffee.
Fully Charged
, inviting Full Throttle
fans to enjoy the energy of Full Throttle in a great-tasting coffee.
Packaging for Full Throttle Coffee Caramel will be bilingual, featuring
both English and Spanish.

Full Throttle Coffee joins the Full Throttle energy drink family, which
includes Full Throttle Original, Full Throttle Unleaded, Full Throttle
Blue Demon and Full Throttle Fury. Beginning January 2009, the brand
will assume the title sponsorship of NHRAs
premier professional drag racing series. This marks the first major
sports marketing play for Coca-Cola North Americas
lead energy drink, which will be called the NHRA Full Throttle Drag
Racing Series.

About The Coca-Cola Company

The Coca-Cola Company is the worlds largest
beverage company, refreshing consumers with more than 450 sparkling and
still brands. Along with Coca-Cola, recognized as the worlds
most valuable brand, the Companys portfolio
includes 12 other billion dollar brands, including Diet Coke, Fanta,
Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid and Georgia
Coffee. Globally, we are the No. 1 provider of sparkling beverages,
juices and juice drinks and ready-to-drink teas and coffees. Through the
worlds largest beverage distribution system,
consumers in more than 200 countries enjoy the Companys
beverages at a rate of 1.5 billion servings a day. With an enduring
commitment to building sustainable communities, our Company is focused
on initiatives that protect the environment, conserve resources and
enhance the economic development of the communities where we operate.
For more information about our Company, please visit our website at www.thecoca-colacompany.com.