Coca-Cola to Launch Energy Drink in Europe
This month, Coca-Cola will release a new beverage with 80 mg of caffeine in Spain and Hungary.
Apr 02, 2019
ATLANTA, Ga. —This April, The Coca-Cola Co. will launch its first energy drink in Europe. Coined “Coca-Cola Energy,” the beverages come in 250 ml cans and contain 80 mg of caffeine (compared to 24 mg in classic Coca-Cola).
Food Business News reports that Coca-Cola Energy will be marketed to young adults between the ages of 18 to 35, and the energy drink will launch in Spain and Hungary first—with other markets to follow. The company also says it will launch a Coca-Cola Energy No Sugar without sugar or calories soon.
“We plan to introduce Coca-Cola Energy in additional countries through 2019 and 2020,” said Javier Meza, global chief marketing officer for The Coca-Cola Co. “We will confirm plans and timings if a decision is made to launch this new brand in a certain market.”
The news comes with some complications as Coca-Cola owns a 16.7% stake in Monster, the energy drink company. Food Business News says that “as part of the two companies' original agreement, Coca-Cola agreed not to compete in the energy drink category with certain exceptions—a provision of the partnership that Monster now claims Coca-Cola is violating.” However, reports indicate that the partnership between Coca-Cola and Monster is still solid.
