BOSTON – Coca-Cola has unveiled that its strategy for 2017 will revolve around non-carbonated drinks, Food Business News reports. Worldwide, the company already ranks No. 1 in juice/juice drinks and ready-to-drink coffee, and No. 2 for ready-to-drink tea, water and sports drinks.

“But even those No. 1 and strong No. 2 positions in those various stills categories still doesn’t add up to anywhere near the same sort of market share that we have in sparkling,” said James Quincey, president and COO. “In sparkling, we have about 50% of global revenue in that category; but in stills, all those ones and twos only add up to a 15% position. So it’s still a more fragmented set of categories, where there is ample opportunity for us to follow a very similar game plan and path of gaining market share steadily over the years as we have done in the sparkling beverage industry.”

To drive growth, Coke will expand premium brands worldwide, as well as acquire new lines. “Simply put, we do of course use our own innovation, use our own R&D to try and drive local innovation … whether that be Simply Orange in the U.S., Georgia coffee in Japan, and even Gold Peak tea here in the U.S.,” he said. “So, driving innovation, growing the local winners, and expanding those distributions is the foundation of what we’ve been doing. But in this world we find the opportunity to make value-accretive bolt-on M&A. We’ve had a series of those in the juice drinks industry, in some of the plant protein industries here.”

Already, the company has announced plans to expand its Gold Peak line with new ready-to-drink tea lattes and coffees during the first quarter of 2017. Quincey said that the strategy reflects a changing portfolio since the turn of the 21st century. “In the year 2000, the sum of all the stills categories in the U.S. was 16% of the volume; last year it was 36% of the volume,” he said.