Coke Completes Deal to Buy Mad River
Enhanced Alternative Beverage Line.

Coke completes deal to buy Mad River line of enhanced teas/juice drinks plus premium CSDs (BD 3/30/01).  BD estimates deal value at about $7 mil; volume 1.2 mil cases.  Mad River now distributed in 25+ states; company based in Greenwich, Connecticut and owned by Marc Johnson. Mad River's teas/juice drinks likely end up in Coke's joint venture with Nestlé.  Small CSD line will reside in Coke North America.  Mad River line competes with SoBe and Snapple Elements.  Coke executive.  Asked why Coke is buying this brand vs starting similar one, Coke North America COO Sandy Douglas tells BD: "It's a great product and a strong brand idea that's been successful in its early market distribution."  Adds, "it's an opportunity for our bottlers and customers to grow the category through a new product that's ready now."