Research indicates that the overall segment accounts for less than two percent of the brand’s total soft drink business in the United States
The Coca-Cola Company has moved to reintroduce two products from its crafted and speciality beverages stable. Longstanding favourites, the company’s Hansen’s and Blue Sky sodas have been afforded marked makeovers to include fresh branding and tweaked packaging.
Relaunched in March, the former has debuted with a throwback logo and glass exterior which nods to the brand’s 40-year history in Southern California as well as the tagline: ‘This is What Original Tastes Like.’ Meanwhile, the latter is now available in fountain and features the slogan, ‘Rooted in Real.’
Both variants have been part of the marque since 2015, when the group acquired them as part of a portfolio previously held by Monster Beverage. They are operated by Venturing & Emerging Brands (VEB), a Coca-Cola business unit focused on identifying and nurturing brands with billion-dollar potential.
“These brands have incredible potential to thrive and build on their already great histories. We are excited to help steward a new era of innovation, excitement and sustained growth for Hansen’s and Blue Sky,” said Jeremy Faa, Senior Vice President and General Manager, Craft Beverages at VEB.
Research by the aforementioned channel indicates that the overall segment accounts for less than two percent of the brand’s total soft drink business in the United States. However, sales are growing. With consumer favourability on the up, many more have expressed interest in the emerging category.
