From a recent email:
A Monster Move by Coke
What has the number one cola player today still have to prove? Aside from practically being the leading brand in the softdrinks industry, branching out towards other line of drinks such as health and energy drinks seems to be the next step towards making the most out of their brand.
Coke has reportedly added to its line of distribution Monster energy drinks, adhering towards the growing demand for energy drinks. Please note that they also have Full Throttle under their wing but due to perhaps the lack of brand growth, Coke is exploring other potential options.
Sort of like fitting for the upcoming Halloween ain’t it?
“More than anything, it exemplifies how the energy drink sector has coalesced around a handful of much-coveted independent brands,” said Gerry Khermouch, editor of Beverage Business Insights, West Nyack, N.Y. “Otherwise it’s hard to imagine companies like Coke and its largest bottler CCE settling for only a portion of the U.S. for Monster, and hanging onto Rockstar all the same, despite their fractious relationship.”
(Source) Brandweek
Sphere: Related ContentBrian Yalung is an Editor at Talent Zoo mainly contributing to latest news and issues on advertising and marketing. He is the editor for Beyond Madison Avenue and Beneath the Brand Blogs of Talent Zoo.
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