Coca-Cola Extends Portfolio With Energy Drink Launch

Coca-Cola set to expand its drink portfolio with Coca-Cola Energy, its first-ever own energy drink, putting it in direct competition with the likes of Monster and Red Bull.

In a release issued by the beverage giant, the new product will debut in Spain and Hungary next month. Coca-Cola Energy contains caffeine, guarana extract, and vitamin B, all from natural sources. It contains 80mg of caffeine per 250ml – so more than three times as much as regular Coca-Cola. The company will also offer consumers a zero-calorie, zero-sugar option – both packed in 250ml cans.

"Coca-Cola Energy includes ingredients from naturally derived sources and a delicious and refreshing taste of Coca-Cola," said Javier Meza, Coca-Colaʼs Global Chief Marketing Officer. "We kept these two qualities at the heart of how we developed the recipe and are proud to offer it under the Coca-Cola brand, inviting people to try a new and different energy drink that is designed to complement upbeat and busy lives."

The company says that the drink is targeted at young adults aged 18-35. Coca-Cola says it will advertise the drink in full compliance with UNESDA standards, meaning that it will never advertise mixing Coca-Cola Energy with alcohol, and will not advertise the product in elementary and high schools.