• Brandweek, Thursday, July 27, 2006 2:45 PM

Coca-Cola has beefed up its stable of non-carbonated drinks with the introduction of a new line of premium iced teas. The company launched its Gold Peak line this week, which targets what the company called "everyday gourmets" with high-end, traditional-tasting iced tea that comes in five flavors. Coke spokesman John Stowell said competitors offer an increasingly complicated variety of flavor blends, but Coke is going in the other direction with Gold Peak's "simple-to-understand" flavors for adult tea drinkers. They include sweetened, unsweetened, lemon, diet and green teas, which retail for up to $1.49. The new line's introduction will be supported by print and outdoor ads that break in August, targeting women 34-plus. A sampling program kicks off July 29 at the Bridgehampton Polo Club on Long Island. Coke also relaunched its Nestea tea lineup last month by bringing back the famous "Nestea plunge" ads in radio, print, and outdoor venues.

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