Full Throttle Energy Drink announces launch of new Full Throttle Hydration


ATLANTA, July 2, 2008 – Once again,
Full Throttle is inviting guys to “Go Full Throttle or Go Home” – this time with the launch of Full Throttle Hydration, a
new, noncarbonated energy drink packed with electrolytes and charged with Full Throttle’s special energy/vitamin blend. As the brand’s first non-carbonated energy drink, Full
Throttle Hydration provides thirst-quenching taste and maximum drinkability. Its
tropical mix flavor is now available in 16-ounce aluminum cans throughout the Southeast.

“Full Throttle Hydration is as refreshing and easy to drink as a sports drink,
with the charge of Full Throttle energy,” said Rafael Acevedo, Senior Brand Manager,
Energy Drinks, Coca-Cola North America. “It gives guys the extra ‘kick’ they need to
take their
day ‘Full Throttle.'”

Full Throttle Hydration will join the rest of the product line in carrying the
tagline,”Go Full Throttle or Go Home™.” Other Full Throttle products include Full
Throttle Original, Full Throttle Unleaded, Full Throttle Blue Demon and Full Throttle
Fury. To help launch Full Throttle Hydration, Full Throttle is announcing its
official sponsorship of kiteboarding, the latest craze in extreme water sports, and the
2008 Full Throttle Hydration Kiteboarding tour in Miami, Ft. Lauderdale, Delray Beach,
Destin and Daytona on the July 4th holiday weekend. Tour giveaways include Full Throttle Hydration sampling, tee shirts, hats and Full Throttle-branded training kites.

“Kiteboarding embodies what it means to ‘Go Full Throttle or Go Home’,” said Acevedo. “The synergy of the sport and Full Throttle Hydration will bring the
Full Throttle brand to a whole new level.”

Full Throttle will give Hydration drinkers a chance to experience kiteboarding head-on through the Full Throttle Hydration Video Contest. Videos showcasing
how Full Throttle Hydration helps users to “Go Full Throttle or Go Home” can be
submitted through September 30, 2008 to http://www.fullthrottleenergy.com/.
One grand prize winner will receive $10,000 and the ultimate kiteboarding trip for two to learn from
renowned Kiteboarder and co-founder of Eclipse Kites, Dimitri Maramenides. More information and official rules and regulations can be found on the website.

About The Coca-Cola Company
The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 450 sparkling and still brands. Along with Coca-Cola, recognized as the world’s most valuable brand, the Company’s 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 world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s 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 http://www.thecoca-colacompany.com/.