Coca-Cola’s Billion Dollar Brands Portfolio Expanded to 20
The Coca-Cola Company’s roster of billion-dollar brands has been expanded. Two uniquely positioned tea brands the company developed and launched from scratch – Gold Peak and FUZE TEA – both passed $1 billion in annual retail sales in 2014. I LOHAS mineral water, sold in Japan, also crossed the milestone mark last year, bumping up Coke’s current billion-dollar portfolio to 20 brands.
Since 2007, the company has added 10 brands to its billion-dollar portfolio across a range of beverage categories. Not far behind, a pipeline of 16 additional brands currently generate annual retail sales between $500 million and $1 billion.
“We are taking definitive steps to capture the enormous growth opportunities available to us in the global nonalcoholic ready-to-drink beverage industry,” says Muhtar Kent, chairman and chief executive of The Coca-Cola Company. “Through a strong global focus on building locally relevant and innovative brands, our company, together with a network of strong local bottling partners, has worked to successfully double the size of our billion-dollar brand portfolio in less than a decade.”
Gold Peak made its US debut in 2006 and has posted double-digit growth every year since due to its great taste, distinct packaging and creative marketing. The premium tea brand, which targets drinkers who prefer a home-brewed taste, is one of America’s fastest-growing iced tea brands. In fact, Gold Peak drove nearly 30% of all dollar growth in the US ready-to-drink tea category in 2014.
“Gold Peak has one of the best conversion rates in the category, which means once a consumer tries it, they come back and buy it again,” says Geoff Henry, group director, tea portfolio, Coca-Cola North America.
Last summer, the brand launched its first national campaign featuring TV, outdoor, print, digital and social media advertising. “The campaign is connecting with consumers not only because it highlights Gold Peak’s delicious, home-brewed taste – but it also appeals to those who appreciate the comforts of home and spending time with family,” Geoff Henry explains.
The addition of FUZE TEA, Gold Peak and I LOHAS brings The Coca-Cola Company’s billion dollar portfolio to 20 brands:
- Aquarius
- Ayataka
- BonAqua
- Coca-Cola
- Coca-Cola Zero
- Dasani
- Del Valle
- Diet Coke/Coca-Cola light
- Fanta
- FUZE TEA
- Georgia
- Gold Peak
- I LOHAS
- Minute Maid
- Minute Maid Pulpy
- Powerade
- Schweppes *
- Simply
- Sprite
- vitaminwater
* Schweppes is owned by The Coca-Cola Company in certain countries other than the US.
