Coca-Cola launches energy drink under its own brand

Coca-Cola has announced the launch of Coca-Cola Energy. It’s the first time the soft drink manufacturer releases an energy drink under the flagship label of Coca-Cola itself.

Diversification

Coca-Cola Energy is the first energy drink released under the Coca-Cola label. The reason is the taste, which is close to the original soft drink that conquered the world. “Coca-Cola Energy contains ingredients from natural sources and has the delicious and refreshing taste of Coca-Cola,” states Global Chief Marketing Officer Javier Meza in a press release. There will also be a sugar-free version of the energy drink. The products will be sold in supermarkets, small stores and gas stations.
 

Coca-Cola is mainly targeting young adults between 18 and 35 with the drink. Coca-Cola Energy fits the company’s strategy of diversification. Recently it added Fuze Tea (a kind of iced tea) and plant-based organic beverages Honest and AdeZ to its brand portfolio. The group’s established brands will become ever more diversified as well with the launch of new tastes and variations such as sugar-free.
 

Coca-Cola Energy will be released worldwide throughout 2019. The new energy drink will become available in Belgium and Luxemburg mid-April.