It's been a good month for PepsiCo and Britvic. Not only has its sports drink Gatorade been shortlisted in Caterer and Hotelkeeper's 2008 Excellence in Food and Drink Award's Soft Drinks category, but it is also now the exclusive sports drink of English rugby.
The partnership between Gatorade and the Guinness Premiership will see the energy drink used on the sidelines of the best teams in English Rugby over the next three years.
The Excellence in Food and Drink Awards' judging panel described Gatorade Natural as having a refreshing taste, vivid colour and impressive ability to boost athletes' energy levels. "This drink isn't too sugary, is great for sports and will hit the market well," said one judge.
The isotonic drink was developed in 1965 specifically for American football. It contains water, carbohydrates and electrolytes to rehydrate, replenish and refuel active bodies and replace mineral salts and fluids lost through sweat.
Commenting on the partnership, Premier Rugby's commercial director Jon Varney said: "I am very pleased to have concluded our first central sports drink deal for the Guinness Premiership. When we enter into relationships with partners and suppliers, we always look for the best in their field and in Gatorade we have reached agreement with the best and most researched sports drink in the world."
The Excellence in Food and Drink Awards 2008, in association with 3663 First for Foodservice, will take place on Friday 21st November at The Dorchester on London's Park Lane.
