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Brands : Coca-Cola moves into alcohol market with premium mixers - Coggle…
Brands : Coca-Cola moves into alcohol market with premium mixers
Product
4 Premium Mixers
To be Mixed w/ dark spirits
Smoky, Spicy, Herbal & Woody
Launching of a new product
Process
Dark spirit mixology
Collaboration w/ mixologists
1 st invitation of outsiders to develop its own brand
Inside reasons
16 months to keep up w/ changing tastes
Premium mixers + Premium water brand + Energy fizzy drink
Ok to try new things and OK to fail : adapt
Decrease of reliance on its classic fizzy drinks
Rum + coke = usual => entering a Premium space
Outside reasons
Explosion of premium tonics since 2005 w/ Fever Tree
Premium mixers growing by 33% compared to mainstream mixers (7% decline)
More people opt for more expensive spirits + chose premium mixers