10-K Thirst Quencher was a

sports drink Sports drinks, also known as electrolyte drinks, are functional beverages whose stated purpose is to help Sportsperson, athletes replace water, electrolytes, and energy before, during and especially after training or competition. There are many ...

that competed with

Gatorade Gatorade is an American brand of sports-themed beverage and food products, built around its signature line of sports drinks. Gatorade is currently manufactured by PepsiCo and is distributed in over 80 countries. The beverage was first develop ...

Powerade Powerade is a sports drink created, manufactured and marketed by The Coca-Cola Company. Its primary competitor is Gatorade, owned by PepsiCo. History In 1988, Powerade became the official sports drink of the Olympics, alongside Aquarius, anot ...

, and other sports drink brands. It was bottled in the USA by Kentwood Spring Water, but was a brand owned by

Suntory (commonly referred to as simply Suntory) is a Japanese multinational brewing and distilling company group. Established in 1899, it is one of the oldest companies in the distribution of alcoholic beverages in Japan, and makes Japanese whisky. Its ...

, a Japanese conglomerate. It was marketed in the US with the slogan ''"Really Really Good Stuff"'', and was probably named for the 10K race. A television commercial promoting 10-K in the

New Orleans, Louisiana New Orleans ( , ,New Orleans
Merriam-Webster. ; french: La Nouvelle-Orléans , es, Nuev ...

market appeared in 1987 featuring

New Orleans Saints The New Orleans Saints are a professional American football team based in New Orleans. The Saints compete in the National Football League (NFL) as a member of the league's National Football Conference (NFC) South division. Since 1975, the te ...

coach Jim Mora,

LSU Tigers The LSU Tigers and Lady Tigers are the athletic teams representing Louisiana State University (LSU), a state university located in Baton Rouge, Louisiana. LSU competes in Division I of the National Collegiate Athletic Association (NCAA) as a ...

football coach Mike Archer,

Tulane Green Wave The Tulane Green Wave are the athletic teams that represent Tulane University, located in New Orleans, Louisiana. Tulane competes in NCAA Division I as a member of the American Athletic Conference (The American). There are 14 Green Wave interco ...

football coach

Mack Brown William Mack Brown (born August 27, 1951) is an American college football coach. He is currently in his second stint as the head football coach for the University of North Carolina, where he first coached from 1988 until departing in 1997, whe ...

, and LSU men's basketball coach

Dale Brown Dale Brown (born 2 November 1956) is an American writer and aviator known for aviation techno-thriller novels. At least thirteen of his novels have been ''New York Times'' Best Sellers. Early life Brown was born in Buffalo, New York, and w ...

. Another ad appeared circa 1994, promoting a chance for viewers to look under the cap to win a trip to

Nickelodeon Studios Nickelodeon Studios was a production studio and theme park attraction run by the television network Nickelodeon at Universal Studios Florida. Opening on June 7, 1990, as ''The First World Headquarters for Kids'', the studio attracted young tour ...

Orlando, Florida Orlando () is a city in the U.S. state of Florida and is the county seat of Orange County, Florida, Orange County. In Central Florida, it is the center of the Greater Orlando, Orlando metropolitan area, which had a population of 2,509,831, acco ...

and attend a taping of '' Nickelodeon GUTS'' (complete with a chance to climb the Aggro Crag). Runners-up received various other ''GUTS'' merchandise. The drink seems to have disappeared from national markets around 2002 due to a drought in profits. 10K was formerly used by college and professional sports teams as their preferred sports drink vendor in the 1980s and 1990s such as Florida Eagles. It was used by the athletic department at

Florida State University Florida State University (FSU) is a public research university in Tallahassee, Florida. It is a senior member of the State University System of Florida. Founded in 1851, it is located on the oldest continuous site of higher education in the st ...

until at least 1995. The

New York Fire Department The New York City Fire Department, officially the Fire Department of the City of New York (FDNY), is an American department of the government of New York City that provides fire protection services, technical rescue/special operations services, ...

formerly equipped its "Recuperation and Care," or "RAC," units with 10-K, to be served to firefighters at the scenes of major incidents.

References

{{soft-drink-stub Sports drinks