Full Throttle is an energy drink brand produced by the The Coca-Cola Company. It debuted in late 2004 in North America. The beverage has a citrus flavor and comes in a 16 ounce can. As of June 2005, Full Throttle had 7.8% of the energy drink market and is currently available in 78 percent of all convenience retail locations in the United States. Full Throttle is a part of The Coca-Cola Company's greater strategy of drinks, specifically energy drinks that appeal to certain geographic regions. International examples of this strategy include the BPM Energy energy drink in Ireland, the Zu coffee energy drink hybrid in Thailand, the Nalu juice-style energy drink in the Netherlands, Burn in other parts of Europe and Buzz in Japan. On April 24, 2008, it was announced that Coca-Cola would change sponsorship of the National Hot Rod Association professional classes from POWERade to Full Throttle.