Mad River Traders
Gone. Mad River last appears in Coca-Cola Enterprises' annual report in early 2003 and in no filing after; a 2004 case study already spoke of it in the past tense. We anchor 2003 β some accounts say 2004.
Last verified Nov 7, 2026
A Vermont-born line of teas, lemonades and juice cocktails that Coca-Cola bought in May 2001 during its new-age land grab β then discovered its own bottlers wouldn't carry boutique glass bottles.
Filed under: Drinks & Sodas Β· the β80s
π Timeline
- 1989Sworn first use of the Mad River mark in November β five years before the founding year most accounts repeat.
- 1994MAD RIVER federally registered to Mad River Traders, Inc., a Vermont corporation based in Greenwich, Connecticut.
- 2001Coca-Cola announced the acquisition May 11; Coca-Cola Enterprises began distributing the teas, lemonades and juice cocktails that October.
- 2003Last appearance in a Coca-Cola Enterprises annual report, filed March 28, 2003 β and in no filing after. Some accounts date the kill to 2004.
- 2005The original trademark was cancelled in May.
β People also ask
Why did Coca-Cola kill Mad River?
A 2004 business-school case study puts it plainly: bottlers refused to embrace low-volume boutique brands. The glass bottles Coke bought never fit the system that distributed it.
When exactly did Mad River die?
No document says. The brand disappears from Coke-system SEC filings after early 2003; a collector retrospective says 2004. This site anchors 2003 and discloses the conflict.
Is today's Mad River tea the same brand?
No. Later Mad River trademarks belong to an unrelated company, and Mad River Distillers and Mad River Brewing are different Vermont outfits entirely.
π§Ύ Sources
- USPTO TSDR, MAD RIVER trademark record (first use November 1989) (1994)
- SupplySide SJ, Coke Acquires Mad River Traders (2001)
- FoodNavigator, Coca-Cola acquired Mad River Traders (2001)
- SEC EDGAR, Coca-Cola Enterprises Form 10-K for FY2002 (last brand-list appearance) (2003)