The single-serve beverage, available in five flavors -- pina colada, berry, mocha, chocolate and caramel -- is geared to 20-something men. Marketing will be Internet-based with no TV planned; the marketer is seeking alternative ways to reach customers, a company spokesman said.
Raging Cow begins hitting shelves in selected markets in March.
Latitude is a Dallas-based sales promotion shop owned by independent ad agency Richards Group. Latitude has 28 employees.
Dr Pepper/Seven Up is based in Plano, Texas.