Coca-Cola introduces ready-to-drink coffee to China

Coca-Cola recently marked its entrance into China’s ready-to-drink coffee beverage category with the introduction of Georgia. The company launched the brand to Chinese consumers with a giant mosaic made of 6045 cups of coffee at Shanghai Super Brand Mall. The display was listed successfully into the Guinness World Records as ‘the Largest Coffee Mosaic’. Georgia coffee will initially be sold in seven Chinese municipalities and provinces, including Shanghai, Beijing, as well as major cities in Guangdong, Zhejiang, Jiangsu, Fujian and Anhui. Introduced to Japan, South Korea and Hong Kong since 1975, Georgia’s popularity in Asia has seen it join the growing list of US$1 billion dollar brands for Coca-Cola, according to the company. Coca-Cola’s Global Innovation Technology Center in China developed the newly launched drink, which the company says was created specifically for Chinese consumers. According to Canadean’s Report, the ready-to-drink coffee category grew by 34.2 per cent in China during 2009 – 2013. By the end of 2014, Coca-Cola says it will have invested US$9 billion in China since its return to the country in 1979.  To promote the brand, Coca-Cola will unveil a series of integrated marketing campaigns, including large scale online sampling and mobile interaction games. Apart from the coffee drinks, Coca-Cola sells Georgia coffee machines in Europe, the US and Japan.

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