Coffee lovers have had good reason to rejoice over the past decade or so. Major ...
In 2006, Coca Cola dipped its toes in the coffee market with its blend of coffee and Coca Cola, marketed toward the ‘adult sophisticate’ market. The soft drink superpower described the beverage this way:
Coca-Cola Blak is a sophisticated, premium blend of Coca-Cola, natural flavors and coffee essence. The effervescence and rich flavor of Coca-Cola Blak provide the perfect pick-me-up for people looking for new ways to stay refreshed any time of the day or night.
“There is no other beverage available today quite like Coca-Cola Blak. Imagine the refreshing taste of an ice-cold Coca-Cola that finishes with a rich essence of coffee. Only Coca-Cola can deliver that distinct combination of flavors.”
America agreed that it was distinct – but not necessarily that it was a good thing. Anderson Cooper, trying the new drink on the set of Regis and Kathie Lee, literally spit the product out onto the floor. The kindest thing that Kathie Lee could find to say about it was that he ‘admired its spirit’. Kathie Lee described it as tasting sorta like a cola slurpee.
Apparently, enough of the world agreed with Cooper’s estimation, since Coca Cola has discontinued the drink – but they haven’t given up on coffee. The company announced last Friday that they’ll be launching a new coffee and energy beverage in the U.S. in August. They’ve wised up a bit – this time, they’re leaving the Coke out of the bottle. It will be a combination of Arabica coffee and Full Throttle’s energy and vitamin blend. It will be available in the Southeast and Pacific Northwest regions at first, so I may have to beg friends to ship a bottle out this way to get a taste of it for myself.
It will be available in Mocha, Caramel and Vanilla flavors in 15 ounce aluminum cans. Rafael Acevedo, Senior Brand Manager, Energy Drinks, Coca-Cola North America said at the market announcement, “Full Throttle Coffee combines the smooth, rich taste of coffee with the intensity that you can only get from a Full Throttle Energy Drink.”
The tagline for the new product will be “Coffee. Fully Charged.”