BUSINESS | Coca-Cola Energy Is Coming To The United States

LOS ANGELES, CALIFORNIA – Coca-Cola wants Americans to give Coke Energy a shot.

The beverage company will start selling four varieties of its energy drink – Coca-Cola Energy, Coca-Cola Energy Zero Sugar, Coca-Cola Energy Cherry and Coca-Cola Energy Cherry Zero Sugar – in the United States in mid-January. Coke Energy and Coke Energy Cherry Zero Sugar  are already available internationally, but the cherry flavor is new.

The new product is designed to help Coke to introduce Coca-Cola drinkers, who may not consume energy drinks, to a growing category. It’s also a way for the company to make sure that its core Coca-Cola brand remains fresh.

A Boost Of Energy

Coca-Cola Energy has 114 mg of caffeine in each 12-ounce serving. That’s nearly four times the caffeine in a can of regular Coca-Cola (34 mg), and three times the caffeine in a can of Diet Coke (46 mg).

It will be more expensive, too: Coca-Cola Energy will have a recommended price of $2.49 per 12 ounce container. Similarly-sized regular Cokes are generally sold in packs of 12, and cost about $4 per package (about 33 cents each).

In the United States, total energy drink and energy shot sales reached about $13.5 billion in 2018, up 30% from 2013, according to a report from research group Mintel. The sector could have sales of about $17 billion in 2023, Mintel projects.

Coke drinkers aren’t really in on the trend, according to Coca-Cola Brand Director Janki Gambhir.

To figure out how to make Coke Energy work in the United States, the company spoke with more than 1,100 people – including energy drinks consumers and those that don’t regularly drink the beverage – to make sure that is delivers what people want. The company plans to introduce the product by advertising it through television commercials and billboards, as well as hanging out samples.

With Coca-Cola Energy, the company hopes to boost sales within the Coke brand rather than steal share from other energy drinks or Coke flavors. Coca-Cola owns about 18% of Monster Energy, and has a strategic partnership with the company.

In addition to giving Coca-Cola another way into the energy sector, Coke Energy can help make sure people don’t stop drinking Coke.

Keeping Coke Current

Coca-Cola has ambitions of being a ‘global beverage company”. It seels iced tea, juice, water, coffee and smoothies. But Coke is its core business, and only a few years ago the Coke brand was stagnating.

To boost the brans, Coca-Cola has given Diet Coke a millennial-friendly, launched a new flavor and, for a limited time, brought bake New Coke in Partnership with Netflix’s ‘Stranger Things”. Coca-Cola Energy and Coca-Cola Plus Coffee, which is for now only available internationally, are more ways to keep people excited about cola.

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