Coca-Cola Goes Hard Into a New Category

It’s hard to think of something more uniquely American than Coca-Cola (KO) – Get Coca-Cola Company (The) Report.

The company’s signature cola may not be good for you, but it’s pretty universally loved and its popularity has endured since its launch in 1892. Coca-Cola has been very protective of its core brand and its overall reputation.

Coke may not actually be on par with baseball and apple pie, but the company wants people to believe it is. That has kept the Coca-Cola company from venturing into alcoholic beverages. It actually avoided doing that completely until 2021 when it launched an alcoholic version of its Topo Chico seltzers and then again in 2022 when it partnered with Constellation Brands (STZ) – Get Constellation Brands Inc. Report for a hard version of its Fresca beverage.