The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Coca-Cola SodaStream Green Mountain Coffee Roasters

Coca-Cola looks to take on SodaStream with investment in GMCR Keurig Cold at-home beverage system

Author

By Ishbel Macleod | PR and social media consultant

February 6, 2014 | 2 min read

Coca-Cola has signed a deal with Green Mountain Coffee Roasters (GMCG) which will see the introduction of The Coca-Cola Company’s global brand portfolio for use in GMCR’s forthcoming Keurig Cold at-home beverage system.

The deal sees Coca-Cola purchase a 10 per cent minority equity position in GMCR, for $1.25bn.

As part of the strategic collaboration, GMCR will be The Coca-Cola Company’s exclusive partner for the production and sale of The Coca-Cola Company-branded single-serve, pod-based cold beverages.

Brian P. Kelley, president and CEO of GMCR, describes the system as “an innovative, convenient way to freshly prepare their favourite cold beverages at the push of a button”, making it similar to SodaStream.

SodaStream suggested that it was better and cheaper than Coca-Cola in its recent Super Bowl ad starring Scarlett Johansson, with the spot ending “Sorry Coke and Pepsi.”

“Our 2020 Vision calls for decisive and timely action to continuously improve and evolve our global system to best serve our customers and consumers around the world,” said Muhtar Kent, chairman and CEO at The Coca-Cola Company.

“This agreement demonstrates our creative approach to partnerships and ability to identify and stay at the forefront of consumer trends driving the industry. By pairing The Coca-Cola Company’s brand leadership and global footprint with GMCR’s innovative technology, together we will be able to capitalise on the many exciting growth opportunities in the single-serve, pod-based segment of the cold beverage industry. Importantly, this partnership provides our consumers with a convenient way to enjoy the brands they love through in-home preparation.”

The investment is expected to close in March 2014, with the Keurig Cold expected to launch in 2015 with the ability to dispense freshly-made cold beverages including carbonated drinks, enhanced waters, juice drinks, sports drinks and teas.

Coca-Cola SodaStream Green Mountain Coffee Roasters

More from Coca-Cola

View all

Trending

Industry insights

View all
Add your own content +