Coca-Cola has announced that it will bring a new entrant into the US energy drink category in 2020 with Coca-Cola Energy, available in Regular, Zero, Cherry and Zero Cherry.
The cherry varieties will be US market exclusives (Coca-Cola Energy is currently only sold internationally). While this marks the first energy drink sold under the beverage company’s flagship brand on their home turf, Coca-Cola is no stranger to the market, having owned brands such as NOS and Full Throttle, along with owning an18.5 percent stake in Monster Energy.
Monster Energy rose to the top of the market with a lower cost than trailblazer Red Bull along with aggressive marketing aimed at the bro-set, cross-promoting with video games and sponsoring extreme sports. Energy drinks are broadening in appeal, however, and newer brands such as Bang now market themselves to previously ignored consumers such as women, as well as health and wellness seekers.
By using their marquee brand, Coca-Cola could be casting a wider net for its new energy beverage by pinpointing existing soda customers that don’t usually consume energy drinks.
Coca-Cola’s research found that people are open to trying energy drinks, but are hesitant to buy beverages from unfamiliar brands with unfamiliar ingredients. Coca-Cola is both a familiar taste and a trusted beverage brand.
“Taste is a strong driver when people are deciding what beverages to enjoy, especially in a market where there are so many options,” said Janki Gambhir, Coca-Cola Trademark innovation brand director, in a press release.
“We know Coca-Cola fans love the taste of Coke,” she added, “and, with Coca-Cola Energy, we found there was an opportunity to extend Coca-Cola to a category many people haven’t tried.”
While it contains energy drink staples like guarana, and vitamins B3 and B6, Coca-Cola didn’t announce nutritional and ingredient details, though the version available in the UK contains 25g of sugar, the same as a standard can of Coke.
