Full Throttle is an energy drink brand produced by The Coca-Cola Company (through its Fuze Beverage subsidiary). It debuted in late 2004 in North America. It is known for its sponsorship of National Hot Rod Association competitions from 2008 to 2012. 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. A red berry flavored Full Throttle drink. In November, 2009, Full Throttle introduced a new 'full-flavored' formula, including a No Choke Mixture, which promises full flavor you dont have to force down, and reliable energy ingredients that help you get the job done. No mystery ingredients. No bull. The 'No Choke Mixture' comes from the change in the formula, where the tell-tale extra carbonation of Coca Cola Company carbonated beverages was removed.