Why Coke Wants Monster

Why is Coca-Cola eyeing Monster? The Atlanta-based company has excelled at soft drinks but lags in newer categories, experts say. Coke succeeded with Coke Zero, one of the nation’s top-selling drinks, and flopped Coke Blak, its coffee experiment from 2006, for example. Generally, Coke leads in soft drinks but lags in market share in the fast-growing tea, coffee and energy drink categories. Coke has said it was not in discussions on a deal with Monster but continued to review its distribution relationship with the brand. But growing in areas where it isn't a leader is part of "2020 Vision" plan. The company wants to lead in every segment “that’s of value to us.” 

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