Coca-Cola functional drink Coca cola Energy will be removed from the shelves. What is the scale of the global beverage category?

Coca-Cola said it would stop selling its energy drink Coca cola Energy in the United States and Canada by the end of 2021, according to Reuters.

According to reports, Coca cola Energy exists in the functional drinks dominated by companies such as Monster beverage and Red bull, which are the most popular energy drinks in North America.

In 2019, Coca-Cola launched its first energy drink, Coca-Cola Energy, which was then tested in the Asian market and then launched in the United States in January 2020 after being first launched in 25 other countries.

Functionally, the drink contains naturally extracted caffeine, Guarana extract and B vitamins, does not contain taurine, and contains more than three times as much caffeine as regular canned cola, so it will be more expensive.

Coca cola Energy has four flavors, including basic, zero-sugar, cherry and zero-sugar cherry. Coca-Cola said it will stop selling its energy drink Coca cola Energy in the United States and Canada by the end of 2021 because Coca cola Energy uses the Coca-Cola logo, coupled with the close taste of Coca cola Energy and Coca-Cola soda, which leads to confusion in consumers' brand awareness.

However, only plans to stop sales in the United States and Canada, on Coca cola Energy's future operations in other countries and markets, a Coca-Cola spokesman said: "Coca cola Energy will continue to be sold in a number of markets, Europe is the main market in the future."

In fact, Coca-Cola has made a lot of innovations around its products in the past, such as introducing new flavors of Coke (cherry, orange vanilla and ginger) and low-sugar colas (Diet Coke, Zero Sugar Coke and Coca-Cola Life), etc., but it can't seize the market as soon as it is launched.

Coca-Cola also launched a combined drink called Cherry Vanilla in 2006, but it was not popular with consumers in the market, so it was forced off the shelves less than a year after its launch.

In the same year, Coca-Cola also launched a Coca-Cola Blak Black Coffee Coke, which was also removed from the shelves in 2008 because there was no market.

According to the official account "Quick Consumer" report, at present, the size of the global beverage category is about 600 billion US dollars, and is growing at a rate of 4% Murray 5%, among which Coca-Cola drinks still have a lot of room for development.

In addition, on April 19, when Coca-Cola released its latest financial results, James Quincy, CEO of Coca-Cola, said in an interview: "We have good hedging measures in 2021, but the pressure in 2022 is increasing, so prices must rise." therefore, the news that "Coca-Cola will raise prices" has become the focus of attention, but whether it has an impact on China is also concerned by the industry. On April 23, the relevant head of Coca-Cola China said to the outside world: "We have no relevant information about foreign media reports at present."

Up to now, Coca-Cola is developing its strategy towards "whole beverage".

* Image source: Internet