Spalding intos drink to Cda.

Spalding Canada, maker of baseball gloves and hockey sticks, is breaking into the New Age beverage category with the Spalding Sports Refresher.Debuting on Canadian store shelves the first week of August, the non-carbonated, vitamin C-enriched Sports Refresher was introduced by Spalding...

Spalding Canada, maker of baseball gloves and hockey sticks, is breaking into the New Age beverage category with the Spalding Sports Refresher.

Debuting on Canadian store shelves the first week of August, the non-carbonated, vitamin C-enriched Sports Refresher was introduced by Spalding in the u.s. in August 1993.

The new beverage marks the first time the Spalding name has been linked to a drink or food product.

The decision to bring the Sports Refresher to Canada came after the product cornered the category in several u.s. markets, says Craig McGonigle, president of The Beverage Group, an Atlanta-based company established to market the Sports Refresher.

McGonigle says the product fills the niche between sugar and vitamin-dense sports drinks such as Quaker Oats of Canada’s Gatorade Thirst Quencher and regular non-carbonated beverages such as juice and water.

The Sports Refresher is targetted at people with an active lifestyle as well as casual sports participants.

McGonigle says the Spalding name has a brand recognition of 93% with men 18-40, and 90% with women of the same age.

McGonigle says the product will be aggressively cross-marketed with Spalding products using print advertising in trade publications and by acting as an official sponsor for Canadian sports events. AV