Coca-Cola Co is discontinuing its energy drink in North America. Coca-Cola energy was launched last year with much pomp, including a 2020 Super Bowl ad starring Martin Scorsese and Jonah Hill.
Coca-Cola Energy debuted in four varieties in sleek 12-fl.oz. cans boasting 114mg. of caffeine per serving. It was the first energy drink under the Coca-Cola brand.
The decision to discontinue the drink in North America is part of the beverage giant’s strategy to streamline its offerings and focus on its fast-moving traditional products, including its carbonated sodas and sparkling flavored waters, which gained momentum throughout the pandemic.”
A Coca-Cola spokesperson said the company will focus on its best innovations like AHA and Coca-Cola with Coffee. The company also owns a majority stake in Monster Beverage Corp., a top U.S. energy drink maker.
Coca-Cola Energy will remain on shelves in other parts of the world, the company said.
Separately, rival PepsiCo is augmenting its presence in the energy category with its acquisition of Rockstar Energy, along with its rollout of Mountain Dew fruity flavors and Mtn Dew Rise Energy, positioned as a morning drink.
Last week, PepsiCo announced an ad campaign featuring NBA star LeBron James, a former Coca-Cola endorser for almost two decades, to promote the new Rise.