Coca-Cola’s first branded energy drink launches in Hong Kong

Coca-Cola has unleashed its first company-branded energy drink into the Hong Kong market with the launch of “Coca-Cola ENERGY”. This follows its initial limited European launch of the beverage in April 2019.The new beverage (described as having a fruity yet sweet-and-sour taste) has two variants – sugar and sugar-free – and uses the standard energy drink staples of caffeine with guarana extract, along with vitamin B3 and B6.The drink is already available in Hong Kong convenience stores, with supermarket distribution coming in the near future.“We constantly keep a close eye on the market trend and continue to innovate for meeting consumers’ needs,” said Clory Wong, marketing director of Hong Kong & Macau Region, Coca-Cola China. “To keep up with a hustling life, customers need more positive energy every day. The launch of Coca-Cola ENERGY is our answer to the market by providing an energy drink option with a great Coca-Cola taste.” Coca-Cola has recently been working on a number of projects to refresh its brand image and has continued to offer new products this year. Perhaps Coca-Cola Energy  is not the most creatively titled release (though certainly one that’s to-the-point) and arguably it’s one that’s very late to the energy drink party. But using the sheer clout of that Coca Cola name to target young people in cities with busy lives may just pay off.