• June 30, 2008

The creamy coffee and energy blend is set to be unleashed in the U.S. Pacific Northwest and Southeast regions this month before rolling out nationally in August.

Made with 100% premium Colombian Arabica coffee and Full Throttle's energy and vitamin blend, Full Throttle Coffee comes in mocha, vanilla and caramel flavors. It will be available in 15-ounce aluminum cans.

The launch will be supported by an integrated marketing campaign and a sampling plan. All introductory marketing materials will feature the tagline, "Coffee. Fully Charged." Packaging for Full Throttle Coffee Caramel will be bilingual, featuring both English and Spanish.

Full Throttle Coffee joins the Full Throttle energy drink family, which includes Full Throttle Original, Full Throttle Unleaded, Full Throttle Blue Demon and Full Throttle Fury.

--Nina M. Lentini