Beverage News

Coca-Cola revamps RTD tea strategy

January 9, 2012
/ Print / Reprints /
ShareMore
/ Text Size+

The Coca-Cola Co., Atlanta, and Nestlé S.A., Vevey, Switzerland, have agreed to focus the geographic scope of their ready-to-drink (RTD) tea joint venture known as Beverage Partners Worldwide (BPW) on Europe and Canada. Both companies believe a concentrated focus on Europe and Canada will accelerate the venture’s growth and bolster the market presence of BPW where it is most effective.

The Coca-Cola Co. and Nestlé S.A. will be free to independently explore and maximize opportunities for growth in the RTD tea category in other markets. In Taiwan and Hong Kong, The Coca-Cola Co. will enter into a license agreement with Nestlé for the Nestea brand. In all other territories, the joint venture will be phased out in a transition to be completed by the end of this year, subject to any regulatory approval.

The current Nestea license granted by Nestlé to The Coca-Cola Co. in the United States will terminate at the end of this year. The Coca-Cola Co. is preparing to launch a new line of Fuze tea beverages in the United States before year’s end. The new Fuze line of teas will leverage the equity and positioning of the current Fuze brand, targeting the refreshment tea consumer with a proposition to accelerate the brand’s momentum in the tea segment, said Brian Wynne, president and general manager of still beverages for The Coca-Cola Co., in a note to U.S. associates and bottlers. The new Fuze tea products will feature a combination of tea and fruit flavors with the addition of B vitamins for a brand that is modern, youthful and vibrant, he added.

Additionally, The Coca-Cola Co. will launch a new line of juice drink products this year as an extension to the Fuze lineup.

“The majority of growth in the refreshment space is coming from brands that offer dual tea and juice drink products, and new Fuze tea and juice drinks are perfectly positioned to address this consumer trend and capture growth across both categories,” Wynne said.

The Coca-Cola Co. also offers RTD tea under Gold Peak and Honest Tea brands.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.

Podcasts

Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI August 2014 cover

2014 August

The August 2014 Beverage Industry includes a cover story on KeVita, as well as articles about beverage consumers, natural and organic varieties, smart snacks, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Best Beverage Categories

Which beverage category will perform the best in the second half of 2014?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px