So Coca-Cola finally revealed some of what they’ve been up to with their recent patent frenzy (as reported here in January): Coca-Cola’s next ‘real thing': lattes – Sep. 1, 2006. Next Wednesday in Toronto, Coca-Cola plans to formally announce their foray into “premium” brewed tea and coffee.
The brand is called Far Coast (the corresponding Web site also appears poised for a launch), and they’re planning to roll it out first in Canada for hot drinks such as coffee, tea, and lattes. But instead of Coca-Cola’s usual retail play to consumers, its focus instead appears to be on a pod-based system for restaurants to brew individual cups.
Given Coca-Cola’s declining sales in the soft drink market, coffee, like bottled water, looks like another hopeful attempt at revenue diversification. Furthermore, it is undoubtedly a defensive strategy to stave off brand erosion, and their erosion of consumer top-of-mind, to the likes of Starbucks.
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