By CANADIAN VENDING
Coca-Cola North America launched its latest beverage, a ready-to-drink caffeinated beverage: Coca-Cola With Coffee.
Coca-Cola® With Coffee will officially hit U.S. markets in January 2021. The drink mixes Coca-Cola with the taste of Brazilian coffee. The drink will be available in three signature flavours – Dark Blend, Vanilla and Caramel – will be offered in 12-oz. cans.
And because the peak of the summer is the perfect time for a refreshing blend of Coca-Cola and iced coffee, members of the company’s Coca-Cola Insiders Club will have the exclusive opportunity to cool down in the hottest month of the year ahead of its official launch. The beverage subscription service, gives 2,000 “Insiders” the chance to sign up to receive some of Coke’s newest drinks and surprise swag.
Coca-Cola® With Coffee is the latest output of the company’s “lift and shift” strategy to scale successful beverage innovations from market to market via an experimental, test-and-learn approach. The product was first piloted in Japan in 2018 and is now available in more than 30 markets around the world, including Australia, Brazil, Vietnam, Turkey and Italy.
The company stated that their research shows that consumers are more open to trying new category-crossing drinks like Coca-Cola® with Coffee, which contains 69 mg of caffeine per 12-oz. serving, that push Coca-Cola into uncharted territory while staying true to its core values.
“This is a truly unique hybrid innovation that will pioneer a new category we’re calling refreshment coffee,” said Jaideep Kibe, vice president, Coca-Cola Trademark, Coca-Cola North America in a press release.
“In preliminary consumer testing, more than 80 per cent of consumers who tried Coca-Cola® With Coffee said they would buy it,” Kibe said. “And in presentations with several of our major retailers and grocery chains, our customers would take a sip and immediately ask, ‘When can we have this?’”
The launch is the latest creative extension of the Coca-Cola Trademark in the United States, following the recent rollouts of Coke Energy/Coke Energy Cherry, Cherry Vanilla Coke, Orange Vanilla Coke (and their zero-sugar counterparts).