Coca-Cola announces energy drink line

Cornelia Mascio
Novembre 10, 2018

Coca-cola cans on display.

Energy drink maker Monster Beverage is now spatting with its part-owner Coca-Cola over the soda giant's plans to introduce energy drinks, a potential direct competitor.

The company told Reuters it's working on plans for "Coca-Cola Energy" and "Coca-Cola No Sugar".

Coke has previously taken a cautious approach to energy drinks as they are wrought with controversy in both the United States and global markets after some drinks were linked to deaths in young people.

Shares of Monster - whose biggest investor is Coke - tumbled as much as 11 percent Thursday after Monster Chief Executive Rodney Sacks revealed in a late-Wednesday earnings call that Coke planned to launch two new energy drinks of its own.

"We have submitted the difference in interpretation to an arbitration panel for resolution, which is the mechanism agreed by the Coca-Cola Co and Monster in the original agreements", a Coca-Cola spokesperson said.

Analysts, however, were skeptical whether consumers would take to Coke's energy drinks under a brand mainly associated with fizzy sodas.

Your opinion is valuable. "Coca-Cola has indicated that it has suspended the proposed launch of such energy products until April 2019" he said.

Guggenheim disagreed on grounds that Coke's new products demonstrate how keen the beverage king is on the high-growth energy category.

Would you like to get published on Standard Media websites?

Altre relazioniGrafFiotech

Discuti questo articolo

Segui i nostri GIORNALE