“You get a little hit, you get energised, you get loud, and as the effect starts to diminish, you want more.
“This is where it gets moreish,” says Nutt. This is the “seeking” hormone that is often associated with the drive to do things, rewarding us with a little feelgood spike whenever we think about it. The sessionĪs you keep drinking, dopamine kicks in. This is, essentially, the good bit: you’re half a pint or a glass of wine down, and things feel great. This can also be accompanied by a temporary feeling of warmth and drop in body temperature. That comes from Gaba, our main inhibitory neurotransmitter, which for most of us is turned down a bit in social situations, making us a bit anxious and tense.” Alcohol, in other words, turns up the Gaba system, helping us to relax. “Your blood vessels widen, which can make you start to feel a bit flushed, you start to feel a bit relaxed around the jaw and then you start to feel chilled and more sociable and convivial. “This is what we call the rising phase, which is what most people are looking for,” says Nutt. A few minutes after your first sip, once it gets to your bloodstream and into your brain, it starts to have an effect. Food can act like a sponge and slow the alcohol’s absorption: if you are drinking on an empty stomach, the alcohol takes effect much faster. The rest is absorbed once it reaches the small intestines, all of it ultimately ending up in your bloodstream. “But, eventually, they come to associate the smell and taste of their favourite drink with the effect in the brain and the pleasure that’s coming.”įrom the mouth and gullet, the liquid moves to your stomach, where about 20% is absorbed through the stomach lining. “Most people, the first time they drink, find it horrible,” says Professor David Nutt, the chair of Drug Science, an independent UK scientific body researching drugs and alcohol. The stock was down less than 1% in morning trading.You may have noticed that the effects of your first drink kick in almost as soon as it hits your mouth, but that may be more to do with your expectations than the alcohol itself.
Shares of Coke have risen 2% this year, giving it a market value of $242 billion. The Bodyarmor deal is Coke's largest brand acquisition, topping its purchase of Costa Coffee in 2018 for $5.1 billion. At the same time, under Quincey, the company has been striving to offer a wider array of beverages.
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That includes its short-lived Coca-Cola Plus Energy drink in North America this spring.
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He'll be sharing ideas on how to upgrade Coke's marketing, packaging and innovation.Ĭonsumer Edge Research analyst Brett Cooper wrote in a note published Monday that it will be difficult to quantify Repole's involvement with Coke, but it seems more likely to be positive rather than negative, given his past successes.Īhead of the deal's confirmation, Credit Suisse analyst Kaumil Gajrawala wrote in a note Friday that he expects the acquisition will be positive for Coke, citing Body Armor's brand equity and the potential for Coke to distribute its sports drinks globally, like it did for Monster.Ĭoke has been overhauling its own portfolio since the start of the coronavirus pandemic, killing off drinks that haven't been selling well. Repole said that the plan to have him act as a consultant for other parts of its portfolio is a sign that Coke wants to do things differently. "But I wasn't afraid to ask, so I'm going to try my best to get on the board." I think he muted me after that," Repole told CNBC's Sara Eisen on "Squawk on the Street" on Monday. "After I spoke to, I asked him if I could be chairman of the board. Repole and BodyArmor President Brent Hastie will also stick around to help Bodyarmor in its quest to overtake Gatorade. Repole also founded Vitaminwater, Smartwater and Energy Brands, all of which are now owned by Coke. According to Coke, the sports drink brand's retail sales this year are expected to be more than $1.4 billion, up about 50% this year.Īs part of the deal, Bodyarmor co-founder Mike Repole will collaborate on the company's still beverages portfolio.
By touting itself as a healthier sports drink, Bodyarmor has surpassed Coke's Powerade to become the second-largest player in the category. Owning Bodyarmor helps Coke gain market share in the sports drink category, although PepsiCo's Gatorade is far and away the market leader with roughly 70% market share. Coke first said in February that it intended to buy a controlling interest in Bodyarmor later this year in a pre-acquisition filing with the Federal Trade Commission. The deal for the remaining 85% of Bodyarmor isn't entirely unexpected.
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