Energy drinks are considered functional beverages
Other functional beverages include sport drinks,
ready-to-drink tea, enhanced fruit drinks, soy
beverages, and enhanced water
Andrew Barker believes that the decision to
introduce the Accelerade RTD brand into a new
beverage market for the company (sport drinks) is
similar to the situation he faced with recommending
whether or not Dr Pepper Snapple Group, Inc.
should introduce a new branded product into the
energy beverage market