VendingMarketWatch.com |

Coca-Cola Co is testing a snazzy new set of contoured aluminum bottles for it iconic namesake brand.

At the annual Consumer Analyst Group of New York conference here Coke is offering sleek new 250-ml aluminum bottles in red, black and silver for regular Coke, Coke Zero and Diet Coke.

A Coke spokesman said via email that the new bottles are a concept the company is "piloting."

"We wanted to provide the analysts (at the conference) with a snapshot of some of our ideas currently in the pipeline," he said in a prepared statement. A sign by the vending machine at the Florida conference says that "the new design is a modern interpretation of the classic contour bottle in aluminum form." The new bottles aren't currently available in stores, but have appeared at select events and some night clubs.

The Coke spokesman said the success of the pilot programs would be one of the factors the company would consider before deciding if it wants to launch the new bottles nationally. He declined to say what the other determining factors would be.