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Full Throttle Coffee, Monster Java, is it coffee or energy drink?


The idea of iced coffee as a packaged refreshing beverage is not new.When Starbucks presented their double shot followed by other products nobody was surprised that it brought success.When Hansen’s introduced “Monster Java” and was greatly successful everybody was surprised.Maybe it was the fact that Hansen’s Moster Energy Drink moved to brand extensions, or that people thought the coffee drinker and the energy drink consumer don’t mix.

What is apparent is the success of coffee drinks in the energy drink category.Rockstar followed with their own product and Coca Cola also has their “Full Throttle Coffee”.

For the full scoop of Coca-Cola’s Full Throttle Coffee visit this review.


Jorge Olson

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About the Author

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Jorge Olson is a Beverage Consultant and Industry Expert in beverage development, beverage sales, marketing, branding and distribution. He is considered the nation's authority in the beverage industry and consults with large companies, institutional investors and start-ups. He has been the CEO of distribution companies, beverage brands and publicly traded companies in the beverage and consumer goods space. Some of his projects have included Monster Energy Drink, 5 hour energy, SAB Miller, Coca-Cola and more than 100 start-up company engagements. Jorge owns and has own several companies including DSD distribution, vitamin companies, beverage companies and marketing enterprises. He’s the author of the books “Build Your Beverage Empire”, “The Unselfish Guide to Self-Promotion” and 3 other books. He speaks and trains in the beverage industry all over the US and in Mexico.

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