Expansion / With this operation, Coca-Cola is an important step in its goal to expand in a growing segment like energy drinks. “The Coca-Cola Company continues to identify innovative approaches to partnerships that allow us to remain at the forefront of consumer trends in the beverage industry,” said company CEO, Muhtar Kent.
According to the transaction, which is expected to be closed by the end of this year or early 2015, Coca-Cola will transfer ownership of its global energy drink business, which includes brands such as NOS, Full Throttle, Burn, Mother or Relentless, to Monster.
Meanwhile, Monster transfer its business not energy drinks Coca-Cola, comprising brands like Hansen’s Natural Sodas, Peace Tea, Hubert’s Lemonade and Hansen’s Juice Products.
In addition, Coca-Cola will become the favorite Monster worldwide distribution partner, while Monster will be the exclusive partner of Coca-Cola in the field of energy drinks.
So, Kent emphasized that the investment in soft drink giant Monster “is a capital-efficient way to increase the participation in the exciting fast-growing global category of energy drinks.”
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