Coca-Cola launches Costa coffee in the US
Can Coca-Cola successfully launch its Costa coffee brand in a market that’s been dominated by US superstar Starbucks for years?
That’s the big question as the soft drink giant launches Costa-branded products (Costa being world’s second largest coffee chain) in a market best known for the world’s largest coffee chain (Starbucks).
Coca-Cola says the US coffee category is ‘poised for disruption’. The Costa portfolio spans a number of options: although the main launch focus will be on its coffee machines.
Costa has been rolling out its products across Europe since Coca-Cola acquired the company in 2019. Tim Warner, GM, Costa Coffee US, tells us how learnings from the European rollout have informed the US launch.
