The beverage company has scheduled the launch of Coca-Cola Energy for January
By NACS Online // October 04, 2019
ATLANTA—The Coca-Cola Company will bring its Coca-Cola Energy to American shores in January 2020, the Atlanta Business Journal reports. The drink is already on the shelves in 25 nations across Scandinavia, Europe and Australia.
The delay in launching the energy drink in the United States came because of a dustup with Monster Beverage Corp., of which 17% is owned by Coke. Monster argued Coke’s energy drink violated the agreement between the two companies.
However, over the summer, an arbitration tribunal decided that Coca-Cola Energy didn’t void the noncompete clause in the Monster-Coke agreement. The decision means Coke is able to continue sales of its energy drink in current markets as well as expand into new markets like the United States.
Thus come January, Coca-Cola Energy and Coca-Cola Energy Cherry, along with the zero-calorie versions, will hit U.S. shelves. The cherry flavor will only be available in the United States. The company said the amount of caffeine in its energy drinks is the same as a 12-ounce cup of drip coffee. Coke unveiled its energy products during the NACS Show this week in Atlanta.
Earlier this year, Coke announced its new Coke Coffee, as well as limited-edition holiday drinks, such as cranberry Sprite and cinnamon Coke. The company is also expanding its bring-your-own-bottle water dispenser line to encourage a reduction in plastic waste.