Gatorade Colombia PepsiCo

What Gatorade Colombia PepsiCo does

Gatorade Colombia is the Colombian market presence of the Gatorade sports beverage brand, operated by Stokely-Van Camp, Inc. — a subsidiary of PepsiCo — under the umbrella of the Gatorade LATAM regional hub. The entity markets and supports three core SKUs in Colombia: the original Gatorade sports drink formulated with carbohydrates and electrolytes for high-intensity training and competition, Gatorade Zero (zero-sugar with two electrolytes for lower-intensity workouts), and Gatorlit, launched in 2025 as a low-sugar electrolyte hydration option for dehydration prevention. The underlying technology is a sports-science-backed hydration formulation developed over 60 years, with research support from the Gatorade Sports Science Institute (GSSI), founded in 1985.

The business model is asset-light at the local level: Gatorade Colombia operates as a brand and marketing presence (with a local team of 17 employees) rather than a manufacturing or direct-retail entity. Revenue is generated through one-time product sales of branded beverages distributed via PepsiCo's bottling and retail network across retail stores in Colombia and four other LATAM markets (Argentina, Brazil, Dominican Republic, Guatemala). The go-to-market motion is event-driven and community-led, anchored by a dense sponsorship portfolio that includes the Colombian national football team (Selecci\u00f3n Colombia), major Colombian club sides (Atlético Nacional, Millonarios, Independiente Medellín, Bucaramanga, Santa Fe, Once Caldas, Deportivo Pasto), and high-profile LATAM athletes (Julián Álvarez, Luis Díaz, Vini Jr).

Customer acquisition and retention are layered around the Team Gatorade membership program (with exclusive content, promotions, and loyalty mechanics via the G-BOT program), social sharing on Facebook and WhatsApp, and educational content on hydration and sports science. The entity ultimately depends on PepsiCo's parent-level manufacturing, procurement, and distribution scale, with all trademarks, logos, and brand IP owned by PepsiCo and its affiliates and governed under New York law.

Name

Gatorade Colombia PepsiCo

Legal name

Stokely-Van Camp, Inc.

Website

https://gatorade.lat

Company type

Public

Founded year

1965

Operating status

Operating

Headcount range

11–50 employees

Short description

Gatorade Colombia is the Colombian market operation of the Gatorade sports beverage brand, owned by PepsiCo (via Stokely-Van Camp, Inc.). It markets three SKUs — Gatorade, Gatorade Zero, and Gatorlit — to athletes and active consumers through PepsiCo's retail distribution and a sponsorship-led, community-driven go-to-market model.

Ownership category

akta.pro rank

Product category

Sports Beverages

NAICS

Beverage Manufacturing (3121)

SIC

Beverages (2080)

akta.pro primary industry

Sports Drinks & Hydration Beverages (CRADAHAK)

akta.pro secondary industries

Sports Drink Production (Isotonic/Hypotonic) (AFAFABAF), Functional Hydration & Electrolyte Water Production (AFAFAFAH), Sports & Isotonic Drink Production (AFAFAFAB)

Keywords

• Sports beverages
• Hydration drinks
• Electrolyte drinks
• Athletic nutrition
• Sports sponsorship

Headquarters

HQ city

Purchase

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Beverage product sales: Gatorade generates revenue through the sale of its sports beverages including Gatorade (original), Gatorade Zero (zero sugar), and Gatorlit (low sugar with electrolytes) across retail and direct channels in LATAM markets.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Gatorade Colombia, operated by Stokely-Van Camp, Inc. (PepsiCo), manufactures and distributes sports hydration beverages including Gatorade (original formula with carbohydrates and electrolytes), Gatorade Zero (zero-sugar with two essential electrolytes), and Gatorlit (low-sugar electrolyte hydration). The portfolio targets athletes and active individuals across LATAM markets and is backed by 60 years of scientific hydration research from the Gatorade Sports Science Institute.

Product overview

Gatorade Colombia PepsiCo offers a portfolio of sports hydration beverages designed for athletes and active individuals. The core product line includes Gatorade (the original formula with carbohydrates and electrolytes for high-intensity sports), Gatorade Zero (zero-sugar variant for low-intensity activities), and Gatorlit (low-sugar option for rapid dehydration prevention). The products share a scientific hydration foundation with electrolyte formulations but differ in sugar content and target use cases, from intense competition to everyday hydration needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Gatorade

Quantifiable outcome

• 60 years of scientific hydration research backing

Named customers13 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

17 partnerships are on record, tiered core and minor.

• BucaramangacoreStrategic or Co-development PartnerColombian football team sponsored by Gatorade Colombia as part of Team Gatorade sponsorship program.
• Independiente MedellíncoreStrategic or Co-development PartnerColombian football team sponsored by Gatorade Colombia as part of Team Gatorade sponsorship program.
• MillonarioscoreStrategic or Co-development PartnerColombian football team sponsored by Gatorade Colombia as part of Team Gatorade sponsorship program.
• Atlético NacionalcoreStrategic or Co-development PartnerColombian football team sponsored by Gatorade Colombia as part of Team Gatorade sponsorship program.
• Selección ColombiacoreStrategic or Co-development PartnerColombian national football team sponsored by Gatorade as part of Team Gatorade sponsorship program.
• Julián ÁlvarezcoreStrategic or Co-development PartnerProfessional Argentine footballer sponsored as part of Team Gatorade athlete program.
• Luis DiazcoreStrategic or Co-development PartnerProfessional Colombian footballer sponsored as part of Team Gatorade athlete program.
• Vini JrcoreStrategic or Co-development PartnerProfessional Brazilian footballer sponsored as part of Team Gatorade athlete program.
• CBF (Confederación Brasileña de Fútbol)coreStrategic or Co-development PartnerBrazilian football federation sponsored by Gatorade Brazil.
• CorinthianscoreStrategic or Co-development PartnerBrazilian football team sponsored by Gatorade Brazil.
• PalmeirascoreStrategic or Co-development PartnerBrazilian football team sponsored by Gatorade Brazil.
• VascocoreStrategic or Co-development PartnerBrazilian football team sponsored by Gatorade Brazil.
• Liga Profesional de Fútbol ArgentinacoreStrategic or Co-development PartnerArgentine professional football league sponsored by Gatorade Argentina.
• Confederación Argentina de HandballminorStrategic or Co-development PartnerArgentine handball federation sponsored by Gatorade Argentina.
• Confederación Argentina de HockeyminorStrategic or Co-development PartnerArgentine hockey federation sponsored by Gatorade Argentina.
• Unión Argentina de RugbyminorStrategic or Co-development PartnerArgentine rugby union sponsored by Gatorade Argentina.
• Gatorade Sports Science Institute (GSSI)coreTechnology or IntegrationResearch institute founded by Gatorade in 1985 to help athletes optimize their health and performance through sports science research.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Electrolit: Mexican-founded oral rehydration/electrolyte beverage with strong penetration across LATAM including Colombia. Competes with Gatorade for hydration occasions, particularly in low-sugar and dehydration-prevention segments.
• Propel Water: PepsiCo-owned flavored electrolyte water brand. A sister brand under the same parent that targets overlapping active-lifestyle hydration occasions, making it a relevant intra-portfolio comparison for Gatorade Colombia.
• Powerade: Coca-Cola's flagship sports drink brand. Direct competitor to Gatorade across global and LATAM shelves and football sponsorships, with the same carbohydrate-electrolyte positioning.
• BodyArmor SportsDrink: Sports hydration brand now wholly owned by The Coca-Cola Company. Competes head-to-head with Gatorade in the isotonic sports drink category, increasingly in Latin American markets.

Broad incumbents

• Lucozade: Suntory-owned sports and energy drinks brand with deep UK and EMEA heritage. A well-established sports hydration category player whose positioning, formulation, and sponsorship-led model are directly comparable to Gatorade's playbook.
• vitaminwater (Glacéau): Coca-Cola-owned functional flavored water brand. A broader hydration portfolio peer that competes with Gatorade Zero and Gatorlit for daily, non-athletic hydration occasions across LATAM.

Emerging players

• Liquid I.V. Unilever-owned powdered hydration multiplier brand. Represents the disruptive format (powder stick packs) that increasingly competes with bottled sports drinks for pre-workout and on-the-go hydration occasions.
• Nuun: Tablet-based electrolyte hydration brand. Competes with Gatorade for the active-lifestyle and endurance segments from a low-sugar, low-calorie angle, increasingly distributed in performance and pharmacy channels.
• Hydrant: DTC electrolyte mix brand expanding into retail and Latin America. Targets the same active-consumer occasions as Gatorade with a modern, lower-sugar proposition and a digitally native playbook.

Regional players

• Suerox: Latin American electrolyte/coconut-water-based hydration beverage strongly positioned in Spanish-speaking markets including Colombia. A locally relevant functional hydration competitor to Gatorade's lower-sugar SKUs in the region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sharer.php
• LinkedInlinkedin.com/company/gatorade-colombia-pepsico

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gatorade Colombia PepsiCo