KMX
Gone since about 2005, retired without a word as Full Throttle took its shelf. Coke's energy record since — Full Throttle handed to Monster, Coca-Cola Energy dead — suggests KMX was an omen.
Last verified Nov 7, 2026
Coca-Cola's first energy drink slipped onto shelves in November 2000 under the name of its Delaware Punch subsidiary — built to chase Red Bull without putting 'Coca-Cola' anywhere near the can.
Filed under: Drinks & Sodas · the ’00s & later
📅 Timeline
- 2000Trademark filed September 26 under Coca-Cola subsidiary Delaware Punch Company; first sold in November, with Time reporting the rollout in December.
- 2002Coke tested selling KMX multi-packs online.
- 2004AP reported KMX sales had 'not been as strong as the company had hoped' as Coke unveiled Full Throttle that October.
- 2005Full Throttle went national in January; KMX faded from trade coverage and was gone by about year's end — no dated kill statement exists.
- 2009The KMX trademark was cancelled in July, never to be refiled.
❓ People also ask
Was KMX really Coca-Cola's first energy drink?
Yes — launched November 2000, more than four years before Full Throttle and nearly two decades before Coca-Cola Energy (also dead, also on this site).
Why was it registered to 'Delaware Punch Company'?
Coke ran the trademark through its small subsidiary, keeping the Coca-Cola name at arm's length from its Red Bull chaser. KMX never once appears in Coca-Cola's SEC filings.
When was KMX discontinued?
About 2005, as Full Throttle took its place. No statement was ever issued — it simply vanished from trade coverage after the replacement went national.
🧾 Sources
- USPTO TSDR, KMX trademark record (first use November 2000, Delaware Punch Company) (2000)
- Time, Coke's new-products push (KMX 'just rolling out now') (2000)
- Brauwelt International, Designed to give you wings (2001)
- FoodNavigator, Coke accelerates into energy drinks market (2004)