Industry trade publication Beverage Digest reported the discontinuation of Gatorade Tiger Focus on November 25, said CNBC, two days before the accident occurred.
Gatorade officials provided a statement to CNBC that said: "We decided several [image-nocss] months ago to discontinue Gatorade Tiger Focus along with some other products to make room for our planned series of innovative products in 2010. We hope to share more about our 2010 plans soon."
Even though Michael Jordan started endorsing Gatorade in 1991, the drink named after the world's No. 1 golfer marked the first time the PepsiCo brand ever attached a subline to an athlete, said the report.
The deal was also a precedent setter given that Woods' agent Mark Steinberg managed to negotiate the deal as a licensing agreement, the report added. Instead of getting paid a straight-up fee, Woods received a royalty based on sales.
Steinberg did not immediately return an email from CNBC asking about the phasing out of the Tiger drink.
The drink, which was launched nationwide in March 2008, was the only Gatorade that contained theanine, which has been shown in studies to reduce mental and physical stress. Gatorade said last week in a statement that its contract with Woods would continue.
In a July conference call with analysts, PepsiCo CEO Indra Nooyi said the company intended to reposition the Gatorade franchise "back to the core athlete." CFO Richard Goodman added, "We will be looking to increase both penetration and frequency with product innovations to be launched in 2010." (Click here for full previous CSP Daily News coverage.)
Chicago-based Gatorade is part of PepsiCo Inc. Purchase, N.Y. PepsiCo offers beverage brands such as Gatorade Thirst Quencher, G2, Propel, SoBe Life Water, Aquafina and Tropicana.
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