Coca-Cola's instant coffee category Qiaoya Coffee was the first to land in Shanghai and other places.

Coca-Cola China has launched its first espresso drink, GEORGIA, marking the beverage giant's official foray into the Chinese mainland ready-to-drink coffee category. It is reported that Qiaoya Coffee will be the first to land in Shanghai, Beijing and major cities in Guangdong, Zhejiang, Jiangsu, Fujian and Anhui provinces. As the leading brand of overseas ready-to-drink coffee drinks, the launch of Qiaoya Coffee will further improve Coca-Cola's product line in China.

It is reported that Qiaoya Coffee, which began in 1975, applies the current brewing process to ready-to-drink coffee, and is very popular among young white-collar consumers in international cities such as Seoul, Hong Kong and Tokyo. and become one of Coca-Cola's 17 brands with annual sales of more than $1 billion. In addition to ready-to-drink coffee, Joya also has its own freshly ground coffee machine in Europe, the United States, Japan and other places. The new Qiaoya espresso drink, which is listed on Chinese mainland, is tailored for Chinese consumers by Coca-Cola's Global Innovation and Technology Center in Shanghai, using imported coffee and all imported milk sources. there are two flavors of "Luzhou-scented classic" and "mellow latte". Among them, the "Luzhou-scented Classic" uses Brazilian and Vietnamese coffee, which is suitable for consumers who love the original classic coffee, while the "mellow latte" chooses Brazilian coffee to satisfy consumers who like the taste of milk coffee with its milky taste. In addition, it is worth mentioning that the packaging design of Joya Coffee is inspired by the 200-year-old siphon coffee pot. The elegant bottle lines with black and gold fonts fully demonstrate Joya's focus on coffee and dedication to taste. The PVC-free eco-label adheres to Coca-Cola China's consistent commitment to environmental protection.

Mo sa, vice president of Coca-Cola Greater China, said: "with the launch of Joya Coffee, we have entered a new and exciting beverage category." China's ready-to-drink coffee beverage category has developed rapidly in the past few years, with a compound growth rate of 34.2% from 2009 to 2013, and sales are expected to reach 79 million TEUs in 2014, according to a survey conducted by Canardia. It is precisely because of the huge potential and market demand contained in the category of ready-to-drink coffee that Coca-Cola China has launched Qiaoya Coffee. It is understood that around the theme of "Joya Coffee, an exciting moment", Coca-Cola will launch a series of integrated marketing activities, especially large-scale complimentary drinks in cooperation with e-commerce platforms, brand interaction through mobile network terminals, and so on, in an effort to show the unique charm of Joya espresso to the younger generation of consumers, so that the product features of "mellow, smooth and exciting moment" are deeply rooted in the hearts of the people.

"Coca-Cola's global system resources, nearly 40 years of professional technology accumulation of Joya Coffee, as well as detailed research and taste testing of Chinese consumers, make us full of confidence in the new Qiaoya espresso beverage," Mosa said. Qiaoya's launch is another move for Coca-Cola China to attract consumers' continuous attention through product innovation. "the new products we launched this year, including Yiquan + C, Spruce mint, Hydro Music and Binglu Chunyue series, have been widely loved by consumers."