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Coca-Cola angers Monster with launch of Coke’s own energy drink

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In late March , Coca-Cola announced it is introducing its first branded energy drink in Spain and Hungary, to be followed by the UK and other markets later in the year. There will also be a no-sugar, no-calorie variety. The product will come in ml cans, and is designed primarily for young adults aged 18 to 35 years. While Red Bull has not responded publically to the launch, Monster has. It has filed for arbitration, claiming that Coke is violating a global distribution deal the two had struck. Besides, Coke owns a Coca-Cola had previously been selling energy drinks but never under the Coke label. It is not unusual for Coke to launch new products internationally before bringing them to the US, especially if they are novel products or concepts for Coke. It will be remembered that in Coke introduced Lemon-Do, its first alcoholic drink, in Japan. Before, Coke had no presence in the coffee market. US sales were projected to reach USD Should Coca-Cola expand distribution of its new energy drinks throughout Europe and subsequently bring it to the U. Depending on how the arbitration goes, the relationship may deteriorate beyond repair and Coca-Cola could decide to divest its stake. However, given that arbitration trials can take a long time to resolve, we may not know for a while how the whole situation will shake out. Newsletter archive and information. Accessibility Tools. Advanced Search. Login Media Data Newsletter Subscription. Brauwelt International Newsletter Newsletter archive and information Mandatory field. Salutation Mr Ms. Cancellation possible at any time. A private equity roll-up bets on the future of UK craft beer. Trends in Brewing 06 Apr - 09 Apr

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