Coca-Cola has broken into the new age beverage market with the purchase of Connecticut based drinks firm Mad River Traders. Small fry in comparison to market leader SoBe, snapped up last year by Pepsi, Mad Rover's price tag was believed to be just $7m, but rapid expansion is expected as it reaps the benefits of Coke's marketing machine, bottling system and distribution network. Mad River president Marc Johnson said the deal would catapult the premium tea, soda and fruit juice firm from a "regional positioning today to national prominence in the near future". The deal gives Coke an entry in a category outpacing growth in its core cola and carbonates division. {{NEWS }}