潜水简介:
- 经过几个月的仲裁和对可口可乐违反与Monster Beverage Corp协议的担忧，法院裁定，饮料巨头可以在全球范围内出售其品牌的能量饮料。according to Reuters。
- The ruling determined contract language in the agreement penned when可口可乐获得了16.7％的股份in the energy drink company in 2014 allows Coca-Cola to sell own-brand energy drinks while maintaining its stake in Monster.
- In opening trading Monday, Monster shares fell 3%, while Coke’s climbed marginally. Later afternoon trading showed both of the companies’ share value in the positive.
Dive Insight:
作为购买Monster股份的合同的一部分，该能源饮料公司禁止可口可乐分发其他能量饮料。但是，在可乐品牌下销售的产品有一个例外。
可口可乐在这个漏洞上跳了出来，去年秋天宣布发行了一种称为“可口可乐能源”和“可口可乐的能源无糖”的能量饮料，这使两家公司正面对面竞争。尽管可口可乐自愿提交仲裁，并宣布，在任何结果都计划遵守合同义务的结果中，很明显，总部位于亚特兰大的公司对其案件充满信心。4月，可乐开始在西班牙和匈牙利出售其能源饮料，这是结果的早期信号。
It’s no surprise that Coke chose to push the boundaries of contractual obligations and launch its own line of energy drinks, despite its stake in Monster. Energy drinks areexpected to bring inabout $16.9 billion in U.S. sales by 2022, according to Market Research Hub. As consumers turn away from soft drinks, Coca-Cola has been looking for products with which it can diversify its portfolio.
与怪物不同，可口可乐的能量专注于来自瓜拉纳提取物和B族维生素在内的天然衍生来源的成分。饮料将不像怪物那样包含牛磺酸，因为最近的能源添加剂受到了审查effects on human health。成分选择是可口可乐在仲裁中认为这两个品牌之间的差异化因素，称不同类型的成分将吸引两种不同的消费者人口统计数据。
But since the energy drink space is crowded, there is no doubt Coca-Cola Energy will be directly in competition with Monster.
“Overall, we view this development as a negative for MNST since we believe it’s realistic to expect some cannibalization from a Coca-Cola-branded energy drink," Bonnie Herzog, an analyst for Wells Fargo Securities, said in a note to clients. "Also, we do think it increases the risk/concern that KO may sell some/all of its stake in MNST (although we’re not convinced this will actually happen).”
Now that Coca-Cola has the green light to launch its brand globally, things could become a little hairy in the two companies’ relationship. Although both sides professed an amicable settlement and said they would continue working together, if the new energy beverage begins taking market share from Monster, their symbiotic relationship could look a little different.
It is in the best interest of both Coca-Cola and Monster to remain on good terms. Monster products were thesecond most popularenergy drinks in the United States last year, according to Statista. Having access to Coca-Cola’s distribution system is an invaluable asset as the company continues to expand its reach.
Likewise, Coke benefits from having a bold innovator like Monster in its portfolio, which can offer insight into利用类似初创企业的心态。这种洞察力可以为其新的能量饮料产品特别有利。看着光滑，苗条的包装，似乎可口可乐可能是瞄准明星，并希望迎接全球市场领导者红牛。
