Coca-Cola is entering the energy-drink space in the U.S. with plans to bring its company-branded drink here from overseas.
The company announced plans to roll out Coca-Cola Energy in the U.S. starting Jan. 1. The drink, which was introducedin the UK, Australia and 23 other countries earlier this year, features 114mg of caffeine per 12-ounce serving, along with guarana extracts and B vitamins.
Coca-Cola Energy will be available in regular, cherry and zero-calorie versions. The strategy is to brand it as a Coca-Cola product to emphasize the similarity in taste with the flagship beverage.
The introduction of Coca-Cola Energy overseas led to tensions with Monster Beverages, second in the category, in which Coca-Cola has a 16.7% stake with a distribution agreement. Coca-Cola won an arbitration case over the rollout earlier this year.