{"id":12076,"date":"2018-11-17T11:00:25","date_gmt":"2018-11-17T19:00:25","guid":{"rendered":"https:\/\/lapost.us\/?p=12076"},"modified":"2018-11-18T11:00:55","modified_gmt":"2018-11-18T19:00:55","slug":"coca-cola-proposes-energy-drinks","status":"publish","type":"post","link":"https:\/\/lapost.us\/?p=12076","title":{"rendered":"Coca-Cola Proposes Energy Drinks"},"content":{"rendered":"

Coca<\/span>–Cola\u00a0<\/span>Co is planning to launch a range of\u00a0energy\u00a0<\/span>drinks\u00a0<\/span>for the first time on its own brand name as it intensifies efforts to break away from its traditional fizzy sodas and shift to health-focused trends.<\/p>\n

The company told Reuters it was working on plans to launch new\u00a0drinks\u00a0<\/span>which would be branded “Coca<\/span>–Cola\u00a0<\/span>Energy<\/span>” and “Coca<\/span>–Cola\u00a0<\/span>Energy\u00a0<\/span>No Sugar”, and made with naturally-derived caffeine and guarana extract.<\/p>\n

Coke has previously taken a cautious approach to\u00a0energy\u00a0<\/span>drinks\u00a0<\/span>as they are wrought with controversy in both the United States and international markets after some\u00a0drinks\u00a0<\/span>were linked to deaths in young people.<\/p>\n

Monster Stake<\/h4>\n

The company initially took a nearly 17% stake in\u00a0energy\u00a0<\/span>drinks\u00a0<\/span>maker Monster Beverage Corp in 2015, making Coke the largest shareholder, to sample at a distance the market in which it had a small presence with its NOS and Full throttle brands.<\/p>\n

However, the partnership has turned rocky with Coke currently in arbitration with Monster Beverage over the launch of the Coke\u00a0energy\u00a0<\/span>drinks<\/span>, as it would put it in direct competition with Monster and violate their initial 2015 agreement.<\/p>\n

“We have submitted the difference in interpretation to an arbitration panel for resolution, which is the mechanism agreed by the\u00a0Coca<\/span>–Cola\u00a0<\/span>Co and Monster in the original agreements,” a\u00a0Coca<\/span>–Cola\u00a0<\/span>spokesperson said.<\/p>\n

Skeptical Analysts<\/h4>\n

Analysts, however, were skeptical whether consumers would take to Coke’senergy<\/span>drinks\u00a0<\/span>under a brand mainly associated with fizzy sodas.<\/p>\n

“While\u00a0Coca<\/span>–Cola\u00a0<\/span>certainly has the distribution muscle to push new offerings, we question the fit of an\u00a0energy\u00a0<\/span>drink under the\u00a0Coca<\/span>–Cola\u00a0<\/span>trademark,” Cowen & Co analyst Vivien Azer said.<\/p>\n

Stifel analyst Mark Astrachan said he did not think Coke’s new line of beverages would gain meaningful market share as consumers of\u00a0energy\u00a0<\/span>drinks\u00a0<\/span>opt for something edgier.<\/p>\n

Astrachan said\u00a0Coca<\/span>–Cola\u00a0<\/span>may be using the launch to enhance the consumption of trademark Coke\u00a0drinks\u00a0<\/span>rather than materially change its relationship with Monster that is currently worth about $6 billion.<\/p>\n","protected":false},"excerpt":{"rendered":"

Coca–Cola\u00a0Co is planning to launch a...<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-12076","post","type-post","status-publish","format-standard","hentry","category-u-s-a"],"_links":{"self":[{"href":"https:\/\/lapost.us\/index.php?rest_route=\/wp\/v2\/posts\/12076","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lapost.us\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lapost.us\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lapost.us\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lapost.us\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=12076"}],"version-history":[{"count":1,"href":"https:\/\/lapost.us\/index.php?rest_route=\/wp\/v2\/posts\/12076\/revisions"}],"predecessor-version":[{"id":12077,"href":"https:\/\/lapost.us\/index.php?rest_route=\/wp\/v2\/posts\/12076\/revisions\/12077"}],"wp:attachment":[{"href":"https:\/\/lapost.us\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=12076"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lapost.us\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=12076"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lapost.us\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=12076"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}