1 . Coca-Cola Launched Coke-branded Energy Drinks

Coca-Cola recently said it was considering adding a new drink, Coca-Cola Energy, to its list of Coke products.

    1     Both companies have said that they value the relationship, but Coca-Cola CEO James Quincey is pushing for aggressive growth, and he’s not afraid to upset some feathers.

The energy drink is one of the fastest-growing parts of the drink industry, and it’s highly profitable because consumers are used to paying more for energy drinks than soft drinks. Plus, some people already drink Coke for caffeine. It’s a natural brand extension.

    2     That means that energy drinks compete with other types of drinks, and that people who may not seek out an energy drink may still be looking for an energy boost.

    3     In that way, the new drink could serve as addition, rather than competitor, to Monster.