Sports drink Gatorade still has plenty of spring in its step, despite turning 50 this year. PepsiCo (PEP) acquired the electrolyte filled beverage back in 2000 and it’s still holding onto around 75% of the sports drink market. So why are customers still thirsty for Gatorade half a century later? Gatorade has been a triumph of branding. NBA legend Michael Jordan repped the sports drink back in 1992 and the drink has managed to set itself apart as a more wholesome version of today’s caffeine and protein infused products. Despite also being a popular hangover cure, Gatorade always keeps the athlete in mind as it’s main customer. This year the company launched a slimmer, more sporty plastic bottle. Expansion into energy chews stuck with the streamlined look and the new energy bars have more tearable wrapping. So despite its landmark birthday it looks like Gatorade is nowhere near retirement.
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