Pepsi Likely Sells All Sport to Monarch.

Pepsi appears close to deal to sell its All Sport sports drink line to Monarch, say several industry sources/executives.  Industry executive says Pepsi had determined to sell brand, whether or not it ultimately buys Quaker Oats, which owns Gatorade.  Sources add likely buyers included: Cadbury, Cott, Monarch and National Beverage.  Other executive says Cadbury "wanted some value from Pepsi by protecting 7UP in its fountain (account system), and Pepsi didn't want to do that."

Details. Monarch today has U.S./international presence.  In U.S., Monarch sells its CSD brands -- Dad's root beer, Moxie, etc -- through multiple 3rd-tier and Pepsi bottlers (BD 12/8/00). Executives speculate Monarch launches effort to get more 3rd-tier bottlers to handle All Sport, as 3rd-tier has no national sports drink.  All Sport trademark registered in about 60 countries, says source.  One executive suggests Monarch may reformulate All Sport as hot-fill, making it more like Gatorade and Powerade. Volume.  In 2000, All Sport's volume was 18.5 mil cases vs Gatorade's 325 mil cases.

Powerade news. As PepsiCo nears possible acquisition of Gatorade, Coke likely prepares new Powerade products.  BD previously reports company plans energy/enhanced products for Powerade line, likely next year (BD 4/13/00).  Coke recently registers following trademarks:  "Powerade AM"; "Powerade Psych"; and "Powerade Launch."