潜水简介：
Coca-Cola will phase out its Honest teas product line at the end of 2022,该公司在其网站上的帖子中说。它计划继续制造“快速发展”的诚实儿童果汁产品。
黄金峰（Gold Peak）是一个国家品牌，现在是区域和平茶，将在北美的可口可乐饮酒策略中锚定可口可乐的饮食策略。在推文线程中评论在可口可乐的诚实戏剧公告中，共同创立了该品牌的塞思·戈德曼（Seth Goldman）称其为“肠子”。
- Honest teas is the latest product line to be discontinued or sold by Coca-Cola. The Atlanta company has beenshrinking its drink lineup优先考虑更少的大品牌，这些品牌拥有最大的规模和盈利机会。
Dive Insight:
可口可乐说，通过结束其诚实茶水系列的生产，可口可乐说，从三品牌茶投资组合转移到两个将释放投资资源和供应链能力，以吸引消费者并获得市场份额。
“我们认为黄金峰和和平茶是最好的定位，可以满足消费者的喜好，以获得不同含量的甜味和风味的高质量酿造茶，” Sabrina丹顿, group director of RTD tea with Coca-Cola's North America Operating Unit, said in a statement.
可口可乐指出，黄金峰于2006年推出，并在九年后成为十亿美元的品牌。它在2018年过渡到了一个真正的酿造配方，它吸引了重视“茶叶味道”和高质量成分的人。和平茶已经在中西部，东北和东南部建立了Z世代，其水果风味。
Both brands are driving growth in the RTD tea category, with sales increasing during the pandemic as shoppers turned to beverages with immune-boosting properties and multi-serve packaging options for at-home consumption, Coca-Cola said.
同时，该公司指出，诚实的茶会受到立即消费销售和有限玻璃供应有限的下降的负面影响。由于持续的供应链挑战，可口可乐无法满足消费者对黄金峰的需求，并且选择优先考虑某些产品SKU的生产和分配。
丹顿also cited some overlap among Gold Peak and Honest teas consumers. Given this repetition, ongoing market challenges, a company-wide change in strategy and the decline in sales of Honest teas, it makes sense for Coca-Cola to focus on a smaller tea portfolio. At the same time, Coca-Cola can direct its finite resources to grow brands like Coca-Cola Zero, or more recent acquisitions like科斯塔咖啡和运动饮料身体护具。
Coca-Cola added Honest teas to its portfolio by在2008年购买40％的股份4,300万美元。该公司三年后行使了一个选择购买其余的茶品牌对于未公开的金额。近年来，它已将品牌转移到咖啡，运动饮料，柠檬水和儿童饮料中。
随着越来越多的品牌商店开始销售诚实的刺激ucts and the items under its umbrella expanded, revenue soared. In 2018, Honest branded productsmade more than $500 million in revenue— up from $38 million a decade earlie r. With the brand posting annual growth in the double digits at the time, Coca-Cola at one point projected Honest to join the ranks of its billion-dollar brands in the U.S.到2025年 - 如果全球收入已被考虑在内。
Just a few years later, the Honest brand is seeing the end of the signature tea that was responsible for getting the brand off the ground roughly two decades ago.It's the latest offering to be cut by Coca-Cola as part of its2018 strategy专注于增长潜力最大的品牌。近年来，该公司也停产Tab， 卖Odwalla投资公司anddivested Zico coconut waterto a private equity group founded by the brand’s creator. In total, Coca-Cola plans to eliminate an estimated200 brands globally。
