Coke to Discontinue Coca-Cola Energy in U.S.


Coca-Cola Co.

KO 0.40%

is pulling the plug on its U.S. energy-drink experiment.


The soda giant started selling Coca-Cola Energy in the U.S. last year, hoping to break into a fast-growing beverage category that is dominated by Red Bull GmbH and

Monster Beverage Co.

MNST 2.98%


But sales were disappointing. At the end of 2020, Coca-Cola Energy represented just 0.7% of U.S. energy-drink sales, according to Beverage Digest.

Coke will discontinue sales of the energy soda in the U.S. and Canada by the end of this year, a spokeswoman said Friday. The drink will remain available overseas, where it is sold mainly in Europe, she said. Beverage Digest earlier reported the move.

The drink has more than three times the caffeine of a regular Coke and contains guarana, a supplement popular in energy drinks.


Monster had fought to prevent the beverage giant from selling an energy version of Coke in the U.S. The energy-drink maker accused Coca-Cola of violating a noncompete agreement the companies struck in 2015, when Coke bought a 16.7% stake in Monster and agreed to distribute its energy drinks in the U.S. and Canada. The two companies went into arbitration in 2018, and Coke later won the right to introduce Coca-Cola Energy in North America.

“We are happy with our partnership with Monster, which continues to perform well,” the Coke spokeswoman said Friday. Monster didn’t immediately respond to a request for comment.

Coca-Cola Energy entered the U.S. market in January 2020, but the coronavirus pandemic soon interrupted its rollout. Because more people were working from home and traveling less, sales fell at convenience stores, which usually account for more than 70% of U.S. energy-drink sales. At grocery stores, meanwhile, consumers stocked up on products they knew and trusted. Manufacturers and retailers temporarily narrowed their offerings as the pubic-health crisis snarled supply chains. Coke, Sprite and Monster sold well. The new energy drink didn’t.


As the pandemic continued, Coke slashed its product portfolio, permanently dropping smaller or poorly performing brands such as Odwalla smoothies, Zico coconut water and Tab soda.

Since becoming Coke’s chief executive officer in 2017,

James Quincey

instant= new adsenseLoader( '#quads-ad4-place', { onLoad: function( ad ){ if (ad.classList.contains("quads-ll")) { ad.classList.remove("quads-ll"); } } });

has pushed the company to take risks on new ideas—and ditch them quickly if they don’t work out.

The Coke spokeswoman said Friday, “As we scale our best innovations quickly and effectively…we need to be disciplined with those that don’t get the traction required for further investment.”

She added that the company undertakes a “consistent and constant evaluation of what’s performing and what’s not.” Two of Coke’s recent experiments are working, she said: Coca-Cola with Coffee and Aha, a flavored sparkling water.


Write to Jennifer Maloney at [email protected]

Copyright ©2020 Dow Jones & Company, Inc. All Rights Reserved. 87990cbe856818d5eddac44c7b1cdeb8


Appeared in the May 15, 2021, print edition as ‘Coke Will Drop Its Energy Drink.’

Stay connected with us on social media platform for instant update click here to join our  Twitter, & Facebook


We are now on Telegram. Click here to join our channel (@TechiUpdate) and stay updated with the latest Technology headlines.

For all the latest Education News Click Here 

 For the latest news and updates, follow us on Google News


Read original article here

Denial of responsibility! is an automatic aggregator around the global media. All the content are available free on Internet. We have just arranged it in one platform for educational purpose only. In each content, the hyperlink to the primary source is specified. All trademarks belong to their rightful owners, all materials to their authors. If you are the owner of the content and do not want us to publish your materials on our website, please contact us by email – [email protected]. The content will be deleted within 24 hours.

Leave a comment