The Coca-Cola Company
Overview
 
The Coca-Cola Company is an American multinational
Multinational corporation
A multi national corporation or enterprise , is a corporation or an enterprise that manages production or delivers services in more than one country. It can also be referred to as an international corporation...

 beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrup
Syrup
In cooking, a syrup is a thick, viscous liquid consisting primarily of a solution of sugar in water, containing a large amount of dissolved sugars but showing little tendency to deposit crystals...

s. The company is best known for its flagship product Coca-Cola
Coca-Cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...

, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia
Columbus, Georgia
Columbus is a city in and the county seat of Muscogee County, Georgia, United States, with which it is consolidated. As of the 2010 census, the city had a population of 189,885. It is the principal city of the Columbus, Georgia metropolitan area, which, in 2009, had an estimated population of 292,795...

. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day.

The company operates a franchised
Franchising
Franchising is the practice of using another firm's successful business model. The word 'franchise' is of anglo-French derivation - from franc- meaning free, and is used both as a noun and as a verb....

 distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory.
Encyclopedia
The Coca-Cola Company is an American multinational
Multinational corporation
A multi national corporation or enterprise , is a corporation or an enterprise that manages production or delivers services in more than one country. It can also be referred to as an international corporation...

 beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrup
Syrup
In cooking, a syrup is a thick, viscous liquid consisting primarily of a solution of sugar in water, containing a large amount of dissolved sugars but showing little tendency to deposit crystals...

s. The company is best known for its flagship product Coca-Cola
Coca-Cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...

, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia
Columbus, Georgia
Columbus is a city in and the county seat of Muscogee County, Georgia, United States, with which it is consolidated. As of the 2010 census, the city had a population of 189,885. It is the principal city of the Columbus, Georgia metropolitan area, which, in 2009, had an estimated population of 292,795...

. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day.

The company operates a franchised
Franchising
Franchising is the practice of using another firm's successful business model. The word 'franchise' is of anglo-French derivation - from franc- meaning free, and is used both as a noun and as a verb....

 distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company owns its anchor bottler
Anchor bottler
Anchor bottler is a term used by cola beverage manufacturers for their major bottlers around the world.The Coca-Cola Company employed the strategy of "anchor bottlers" to penetrate markets like China, Eastern Europe and Russia....

 in North America, Coca-Cola Refreshments.

The Coca-Cola Company is headquartered in Atlanta, Georgia
Georgia (U.S. state)
Georgia is a state located in the southeastern United States. It was established in 1732, the last of the original Thirteen Colonies. The state is named after King George II of Great Britain. Georgia was the fourth state to ratify the United States Constitution, on January 2, 1788...

, United States. Its stock is listed on the NYSE
New York Stock Exchange
The New York Stock Exchange is a stock exchange located at 11 Wall Street in Lower Manhattan, New York City, USA. It is by far the world's largest stock exchange by market capitalization of its listed companies at 13.39 trillion as of Dec 2010...

 and is part of DJIA
Dow Jones Industrial Average
The Dow Jones Industrial Average , also called the Industrial Average, the Dow Jones, the Dow 30, or simply the Dow, is a stock market index, and one of several indices created by Wall Street Journal editor and Dow Jones & Company co-founder Charles Dow...

, S&P 500 Index, the Russell 1000 Index and the Russell 1000 Growth Stock Index. Its current chairman and chief executive is Muhtar Kent
Muhtar Kent
Muhtar Kent is a Turkish business executive. He is the Chairman and Chief Executive Officer of The Coca-Cola Company. He was appointed to assume the position of Chief Operating Officer of the Company in 2008.-Early life:...

.

Acquisitions

The company has a long history of acquisitions. Coca-Cola acquired Minute Maid
Minute Maid
Minute Maid is a product line of beverages, usually associated with lemonade or orange juice, but now extends to soft drinks of many kinds, including Hi-C...

 in 1960, the Indian cola brand Thums Up
Thums Up
Thums Up is a best-selling brand of cola in India, where its bold, red thumbs up logo is common. Introduced in 1977 to offset the expulsion of The Coca-Cola Company and other foreign companies from India, Thums Up, Limca, and Campa Cola gained nationwide acceptance...

 in 1993, and Barq's
Barq's
-External links:* - Official website* - The History of Root Beer...

 in 1995. In 2001, it acquired the Odwalla
Odwalla
Odwalla Inc. is an American food product company that sells fruit juice, smoothies and food bars. It was founded in Santa Cruz, California in 1980 and is headquartered in Half Moon Bay, California....

 brand of fruit juices, smoothies and bars for $181 million. In 2007, it acquired Fuze Beverage from founder Lance Collins and Castanea Partners for an estimated $250 million. The company's 2009 bid to buy a Chinese juice maker ended when China rejected its $4.2 billion bid for the Huiyuan Juice Group on the grounds that it would be a virtual monopoly. Nationalism was also thought to be a reason for aborting the deal. In 1982 Coca-Cola made its only non-beverage acquisition, when it purchased Columbia Pictures
Columbia Pictures
Columbia Pictures Industries, Inc. is an American film production and distribution company. Columbia Pictures now forms part of the Columbia TriStar Motion Picture Group, owned by Sony Pictures Entertainment, a subsidiary of the Japanese conglomerate Sony. It is one of the leading film companies...

 for $692 million. It sold the movie studio to Sony
Sony
, commonly referred to as Sony, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media conglomerate measured by revenues....

 for $1.5 billion in 1989.

Revenue

According to the 2005 Annual Report, the company sells beverage products in more than 200 countries. The report further states that of the more than 50 billion beverage servings of all types consumed worldwide every day, beverages bearing the trademarks owned by or licensed to Coca-Cola account for approximately 1.5 billion (the latest figure in 2010 shows that now they serve 1.6 billion drinks every day). Of these, beverages bearing the trademark "Coca-Cola
Coca-Cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...

" or "Coke" accounted for approximately 78% of the Company's total gallon sales.

Also according to the 2007 Annual Report, Coca-Cola had gallon sales distributed as follows:
  • 42% in the United States
  • 37% in Mexico,India, Brazil, Japan and the People's Republic of China
  • 20% spread throughout the rest of the world


In 2010 it was announced that Coca-Cola had become the first brand to top £1 billion in annual UK grocery sales.

Lobbying

In the U.S., Coca-Cola is a major lobbying
Lobbying
Lobbying is the act of attempting to influence decisions made by officials in the government, most often legislators or members of regulatory agencies. Lobbying is done by various people or groups, from private-sector individuals or corporations, fellow legislators or government officials, or...

 force working to gain favorable legislation for the beverage industry.
In both 2005 and 2006, it spent $1 million each year on lobbying. In 2007 that increased to $1.7 million, and by 2008, to $2.5 million. In 2009, total lobbying expenses jumped to $4.5 million, or nearly double the previous year. Much of the increased lobbying expenses are due to the industry’s fight against increased taxes on soft drinks and other sweetened beverages. For 2009, Coca-Cola has 38 lobbyists at 7 different firms lobbying on its behalf.

Bottlers

In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produce syrup concentrate, which is then sold to various bottlers throughout the world who hold a Coca-Cola franchise
Franchising
Franchising is the practice of using another firm's successful business model. The word 'franchise' is of anglo-French derivation - from franc- meaning free, and is used both as a noun and as a verb....

. Coca-Cola bottlers, who hold territorially exclusive contracts with the company, produce the finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise the resulting Coca-Cola product to retail stores, vending machines, restaurants and food service distributors.

One notable exception to this general relationship between TCCC and bottlers is fountain
Soda fountain
A soda fountain is a device that dispenses carbonated drinks. They can be found in restaurants, concession stands and other locations such as convenience stores...

 syrups in the United States, where TCCC bypasses bottlers and is responsible for the manufacture and sale of fountain syrups directly to authorized fountain wholesalers and some fountain retailers.

Civil Rights

After Dr. King
MLK
MLK may refer to:*Martin Luther King, Jr. , American clergyman, activist, and prominent leader in the African American civil rights movement...

 won the 1964 Nobel Peace Prize, plans for an interracial celebration in still-segregated Atlanta were not initially well supported by the city's business elite until Coca-Cola intervened.

Criticism

The Coca-Cola Company has been involved in controversies and lawsuits related to allegations of human rights violations and other unethical practices.

A number of lawsuits have been filed in relation to its allegedly monopolistic and discriminatory practices, some of which have been dismissed, some of which have caused The Coca-Cola Company to change its business practices, and some of which have been settled out of court. There have been continuing criticisms regarding the Coca-Cola Company's relation to the Middle East and U.S. foreign policy.

The company has been criticised on a number of environmental issues. An issue with pesticides in groundwater in 2003 led to problems for the company when an Indian NGO, Centre for Science and Environment, announced that it had found cancer causing chemicals in Coca-Cola as well as other soft drinks produced by the company, at levels 30 times that considered safe by the European Economic Commission. This caused an 11 percent drop in Indian Coca-Cola sales. The Indian Health Minister said the CSE tests were inaccurate, and said that the government's tests found pesticide levels within India's standards but above EU standards. The UK-based Central Science Laboratory, commissioned by Coke, found its products met EU standards in 2006. Coke and the University of Michigan
University of Michigan
The University of Michigan is a public research university located in Ann Arbor, Michigan in the United States. It is the state's oldest university and the flagship campus of the University of Michigan...

 commissioned an independent study of its bottling plants by The Energy and Resources Institute (TERI), which reported in 2008 no unsafe chemicals in the water supply, though it criticized Coke for the impact of its water usage on local supply.

Critics claim that the company's overuse of local water supplies in some locations has led to severe shortages for regional farmers and the forced closure of some plants. Packaging used in Coca-Cola's products have a significant environmental impact. However, the company strongly opposes attempts to introduce mechanisms such as container deposit legislation
Container deposit legislation
Container-deposit legislation is any law that requires collection of a monetary deposit on soft-drink, juice, milk, water, alcoholic-beverage, and/or other containers at the point of sale...

.

There are charges that the Coca-Cola Company was involved in the violent repression of a union at several of its bottling plants in Colombia, South America. As of August 2005, when PBS's Frontline ran a story on the controversy, Coca-Cola strenuously denied all allegations of union-busting and murder of union leaders. Shareholders and U.S. colleges have boycotted Coca-Cola to try to put pressure on the company to approve a full-scale, independent investigation of the charges.

On December 10, 2008, the US Food and Drug Administration
Food and Drug Administration
The Food and Drug Administration is an agency of the United States Department of Health and Human Services, one of the United States federal executive departments...

 (FDA) wrote to Mr. Muhtar Kent, President and Chief Executive Officer, to warn him that the FDA had concluded that Coca-Cola's product Diet Coke Plus 20 FL OZ was is in violation of the Federal Food, Drug, and Cosmetic Act. During an interview with Reuters, the Coca Cola company's spokesman, Scot Williams, stated, "This does not involve any health or safety issues, and we believe the label on Diet Coke Plus complies with FDA's policies and regulations."

In January 2009, the US consumer group the Center for Science in the Public Interest
Center for Science in the Public Interest
Center for Science in the Public Interest is a Washington, D.C.-based non-profit watchdog and consumer advocacy group focusing on nutritional education and awareness.-History and funding:...

 filed a class-action lawsuit against Coca-Cola. The lawsuit was in regards to claims made, along with the company's flavors, of Vitamin Water. Claims say that the 33 grams of sugar are more harmful than the vitamins and other additives are helpful. Coca-Cola insists the suit is "ridiculous."

Products and brands

The Coca-Cola Company offers more than 500 brands in over 200 countries, besides its namesake Coca-Cola
Coca-Cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...

 beverage.

Tab
Tab (soft drink)
Tab, stylized as TaB, is a diet cola soft drink produced by the Coca-Cola Company, first introduced in 1963. The soda was created by Coca Cola after the successful sales and marketing of Diet Rite cola, owned by The Royal Crown Company; previously, Diet Rite had been the only sugarless soda on the...

 was Coca-Cola's first attempt to develop a diet soft drink, using saccharin
Saccharin
Saccharin is an artificial sweetener. The basic substance, benzoic sulfilimine, has effectively no food energy and is much sweeter than sucrose, but has a bitter or metallic aftertaste, especially at high concentrations...

 as a sugar substitute. Introduced in 1963, the product is still sold today, although its sales have dwindled since the introduction of Diet Coke.

The Coca-Cola Company also produces a number of other soft drinks including Fanta
Fanta
Fanta is a global brand of fruit-flavored carbonated soft drinks from the Coca-Cola Company. There are over 90 flavors worldwide. The drink debuted in Germany in 1941 and originally sold only in Europe.-History:...

 (introduced circa 1941) and Sprite
Sprite (soft drink)
Sprite is a transparent, lemon-lime flavored , caffeine free soft drink, produced by the Coca-Cola Company. It was introduced in the United States in 1961. This was Coke's response to the popularity of 7 Up, which had begun as "Bib-Label Lithiated Lemon-Lime Soda" in 1929...

. Fanta's origins date back to World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...

 when Max Keith
Max Keith
Max Keith was the head of Coca-Cola GmbH, the major bottler of Coca-Cola during the Nazi period of German history.Coca-Cola GmbH was unable to obtain Coca-Cola syrup during World War II, because of the Allied blockade...

, who managed Coca-Cola's operations in Germany during the war, wanted to make money from Nazi Germany but did not want the negative publicity. Keith resorted to producing a different soft drink, Fanta, which proved to be a hit, and when Coke took over again after the war, it adopted the Fanta brand as well. The German Fanta Klare Zitrone ("Clear Lemon Fanta") variety became Sprite
Sprite (soft drink)
Sprite is a transparent, lemon-lime flavored , caffeine free soft drink, produced by the Coca-Cola Company. It was introduced in the United States in 1961. This was Coke's response to the popularity of 7 Up, which had begun as "Bib-Label Lithiated Lemon-Lime Soda" in 1929...

, another of the company's bestsellers and its response to 7 Up
7 Up
7 Up is a brand of a lemon-lime flavored non-caffeinated soft drink. The rights to the brand are held by Dr Pepper Snapple Group in the United States, and PepsiCo in the rest of the world, including Puerto Rico, where the concentrate is manufactured at the Pepsi facility in Cidra...

.

Coca-Cola South Africa also released Valpre
Valpre
Valpre - is a bottled spring water by the Coca-Cola company available in South Africa. The brand is bottled in two forms namely "still" and "sparkling"...

 Bottled "still" and "sparkling" water.

During the 1990s, the company responded to the growing consumer interest in healthy beverages by introducing several new non-carbonated beverage brands. These included Minute Maid
Minute Maid
Minute Maid is a product line of beverages, usually associated with lemonade or orange juice, but now extends to soft drinks of many kinds, including Hi-C...

 Juices to Go, Powerade
Powerade
Powerade is a sports drink manufactured and marketed by The Coca-Cola Company. First introduced in 1988, its primary competitor is PepsiCo's Gatorade...

 sports beverage, flavored tea Nestea
Nestea
Nestea is a brand of iced tea manufactured by Nestle and distributed by Nestle company's beverage department in the United States and byBeverage Partners Worldwide , a joint venture between The Coca-Cola Company and Nestle, in the rest of the world. It competes with Unilever/Pepsi's Lipton Iced Tea...

 (in a joint venture with Nestle
Nestlé
Nestlé S.A. is the world's largest food and nutrition company. Founded and headquartered in Vevey, Switzerland, Nestlé originated in a 1905 merger of the Anglo-Swiss Milk Company, established in 1867 by brothers George Page and Charles Page, and Farine Lactée Henri Nestlé, founded in 1866 by Henri...

), Fruitopia
Fruitopia
Fruitopia is a fruit-flavoured drink introduced by The Coca-Cola Company in 1994 and targeted at teens and young adults. According to New York Times business reports, it was invented as part of a push by Coca-Cola to capitalize on the success of Snapple and other flavored tea drinks. The brand...

 fruit drink and Dasani
Dasani
Dasani is a brand of bottled water from the Coca-Cola company, launched in 1999, after the success of Aquafina . It is one of many brands of Coca-Cola bottled water sold around the world....

 water, among others. In 2001, Minute Maid
Minute Maid
Minute Maid is a product line of beverages, usually associated with lemonade or orange juice, but now extends to soft drinks of many kinds, including Hi-C...

 division launched the Simply Orange
Simply Orange
The Simply Orange Juice Company is an Apopka, Florida-based company that was founded in 2001 and is currently a brand of The Coca-Cola Company. They make a number of not-from-concentrate orange and other fruit juices that are sold chilled in a distinctly shaped plastic bottle...

 brand of juices including orange juice
Orange juice
Orange juice is a popular beverage made from oranges. It is made by extraction from the fresh fruit, by desiccation and subsequent reconstitution of dried juice, or by concentration of the juice and the subsequent addition of water to the concentrate...

.

In 2004, perhaps in response to the burgeoning popularity of low-carbohydrate diet
Low-carbohydrate diet
Low-carbohydrate diets or low-carb diets are dietary programs that restrict carbohydrate consumption usually for weight control or for the treatment of obesity. Foods high in digestible carbohydrates are limited or replaced with foods containing a higher percentage of proteins and fats...

s such as the Atkins Diet
Atkins Nutritional Approach
The Atkins diet, officially called the Atkins Nutritional Approach, is a low-carbohydrate diet created by Robert Atkins from a research paper he read in the Journal of the American Medical Association published by Gordon Azar and Walter Lyons Bloom. Atkins stated that he used the study to resolve...

, Coca-Cola announced its intention to develop and sell a low-carbohydrate alternative to Coke Classic, dubbed C2 Cola. C2 contains a mix of high fructose corn syrup
Corn syrup
Corn syrup is a food syrup, which is made from the starch of maize and contains varying amounts of maltose and higher oligosaccharides, depending on the grade. Corn syrup is used in foods to soften texture, add volume, prevent crystallization of sugar, and enhance flavor...

, aspartame
Aspartame
Aspartame is an artificial, non-saccharide sweetener used as a sugar substitute in some foods and beverages. In the European Union, it is codified as E951. Aspartame is a methyl ester of the aspartic acid/phenylalanine dipeptide. It was first sold under the brand name NutraSweet; since 2009 it...

, sucralose
Sucralose
Sucralose is an artificial sweetener. The majority of ingested sucralose is not broken down by the body and therefore it is non-caloric. In the European Union, it is also known under the E number E955. Sucralose is approximately 600 times as sweet as sucrose , twice as sweet as saccharin, and 3.3...

, and Acesulfame potassium
Acesulfame potassium
Acesulfame potassium is a calorie-free artificial sweetener, also known as Acesulfame K or Ace K , and marketed under the trade names Sunett and Sweet One. In the European Union, it is known under the E number E950...

. C2 is designed to more closely emulate the taste of Coca-Cola Classic. Even with less than half of the food energy
Food energy
Food energy is the amount of energy obtained from food that is available through cellular respiration.Food energy is expressed in food calories or kilojoules...

 and carbohydrate
Carbohydrate
A carbohydrate is an organic compound with the empirical formula ; that is, consists only of carbon, hydrogen, and oxygen, with a hydrogen:oxygen atom ratio of 2:1 . However, there are exceptions to this. One common example would be deoxyribose, a component of DNA, which has the empirical...

s of standard soft drinks, C2 is not a replacement for zero-calorie soft drinks such as Diet Coke
Diet Coke
Diet Coke is a sugar-free soft drink produced and distributed by The Coca-Cola Company. It was first introduced in the United States on August 9, 1982, as the first new brand since 1886 to use the Coca-Cola trademark...

. C2 went on sale in the U.S. on June 11, 2004, and in Canada in August 2004. C2's future is uncertain due to disappointing sales.

Coca-Cola is the best-selling soft drink in most countries, and was recognized as the number one global brand in 2010. While the Middle East is one of the only regions in the world where Coca-Cola is not the number one soda drink, Coca-Cola nonetheless holds almost 25% marketshare (to Pepsi's 75%) and had double-digit growth in 2003. Similarly, in Scotland, where the locally produced Irn-Bru
Irn-Bru
Irn-Bru is a carbonated soft drink produced in Westfield, Cumbernauld, Scotland. It is made by A.G. Barr of Glasgow since moving out of their original Parkhead factory in the mid-1990s and at a second manufacturing site in Mansfield, England...

 was once more popular, 2005 figures show that both Coca-Cola and Diet Coke now outsell Irn-Bru. In Peru
Peru
Peru , officially the Republic of Peru , is a country in western South America. It is bordered on the north by Ecuador and Colombia, on the east by Brazil, on the southeast by Bolivia, on the south by Chile, and on the west by the Pacific Ocean....

, the native Inca Kola
Inca Kola
Inca Kola is a soft drink created in Peru in 1935 by British immigrant José Robinson Lindleyhttp://www.urosario.edu.co/urosario_files/12/12e72337-b358-45ac-9228-bb9ba34ffa2c.pdf...

 has been more popular than Coca-Cola, which prompted Coca-Cola to enter in negotiations with the soft drink's company and buy 50% of its stakes. In Japan, the best selling soft drink is not cola, as (canned) tea
Canned tea
Canned tea is a relatively recent method of marketing tea which has been sold traditionally as leaf tea and also, for the last 100 years, in tea bag form. It utilises the canning process to produce a ready made drink...

 and coffee
Japanese Canned Coffee
is ubiquitous in Japan, with a large number of companies competing fiercely and offering various types for sale. Japanese canned coffee is already brewed and ready to drink...

 are more popular. As such, the Coca-Cola Company's best selling brand there is not Coca-Cola, but Georgia
Georgia (drink)
is the name of a popular brand of coffee-flavored beverages sold by The Coca-Cola Company. It was launched in 1975 by Coca-Cola Company, a Japanese subsidiary of the company. It has since expanded to markets in Singapore, South Korea, India and Bahrain. Georgia enjoys the most success in Japan,...

.

On July 6, 2006, a Coca-Cola employee and two other people were arrested and charged with trying to sell trade secrets information to the soft drink maker's competitor, PepsiCo
PepsiCo
PepsiCo Inc. is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company...

 for $1.5 million. The recipe for Coca-Cola, perhaps the company's most closely guarded secret, was never in jeopardy. Instead, the information was related to a new beverage in development. Coca-Cola executives verified that the documents were valid and proprietary. At least one glass vial containing a sample of a new drink was offered for sale, court documents said. The conspiracy was revealed by PepsiCo, which notified the authorities when they were approached by the conspirators.

The company announced a new "negative calorie" green tea drink, Enviga
Enviga
Enviga was a Nestea carbonated canned green-tea drink. Enviga is a trademark of Nestlé licensed to Beverage Partners Worldwide, a joint-venture between Coca-Cola Company and Nestlé. It is available in three flavors: Green tea, Tropical Pomegranate and Mixed Berry...

, in 2006, along with trying coffee retail concepts Far Coast
Far Coast
Far Coast is The Coca-Cola Company's entry into the specialty coffee, tea and premium roast & ground coffee category.Coca-Cola officially launched the Far Coast brand in 2006 with the opening of four "concept stores" in Toronto, Oslo, Singapore, and Atlanta...

 and Chaqwa.

On May 25, 2007, Coca-Cola announced it would purchase Glaceau
Glacéau
Energy Brands, also doing business as Glacéau, is a privately owned subsidiary of Coca-Cola Company based in Whitestone, New York City that manufactures and distributes various lines of enhanced water. Founded in May 1996 by J...

, a maker of flavored vitamin-enhanced drinks (vitamin water), flavored waters, and Burn energy drinks, for $4.1 billion in cash.

On September 3, 2008, Coca-Cola announced its intention to make cash offers to purchase China Huiyuan Juice Group Limited
Huiyuan Juice
China Huiyuan Juice Group Limited , established in 1992 and headquartered in Beijing, is the largest privately-owned juice producer in China. It is engaged in the manufacture and sales of juice and other beverage products...

 (which has a 42% share of the Chinese pure fruit juice market) for US$2.4bn (HK$12.20 per share). China's ministry of commerce
Ministry of Commerce of the People's Republic of China
The Ministry of Commerce of the People's Republic of China , formerly Ministry of Foreign Trade and Economic Co-operation is an executive agency of the State Council of China...

 blocked the deal on March 18, 2009, arguing that the deal would hurt small local juice companies, could have pushed up juice market prices and limited consumers’ choices.

In October 2009, Coca-Cola revealed its new 90-calorie mini can that holds 7.5 fluid ounces. The first shipments are expected to reach the New York City and Washington D.C. markets in December 2009 and nationwide by March 2010.

Cola-Cola operates a soft drink themed tourist attraction in downtown Atlanta, Ga; the "World of Coca-Cola" is a multi-storied exhibition of the many flavors sold by the company as well as a museum to the history of the company.

Sports

Coca-Cola sponsored the English
Football in England
Association football is a national sport in England, where the first modern set of rules for the code were established in 1863, which were a major influence on the development of the modern Laws of the Game...

 Football League from the beginning of the 2004–05 season
2004-05 in English football
The 2004–05 season was the 125th season of competitive football in England.-Overview:*2004–05 was the first season to feature the rebranded Football League. The First Division, Second Division and Third Division were renamed the Football League Championship, Football League One and Football League...

 (beginning August 2004) to the start of 2010/11 season, when the Football League found a new sponsor in NPower
Npower (UK)
RWE Npower plc is a UK-based electricity and gas supply generation company, formerly known as Innogy plc. As Innogy plc it was listed on the London Stock Exchange and was a constituent of the FTSE 100 Index...

.

Along with this, Coca-Cola sponsored the Coca-Cola Football Camp, otherwise known as a soccer camp, that took place in Pretoria, South Africa during the 2010 FIFA World Cup, during which hundreds of teenagers from around the world were able to come together and share their love of the game, partly due to Best Buy
Best Buy
Best Buy Co., Inc. is an American specialty retailer of consumer electronics in the United States, accounting for 19% of the market. It also operates in Mexico, Canada & China. The company's subsidiaries include Geek Squad, CinemaNow, Magnolia Audio Video, Pacific Sales, and, in Canada operates...

's efforts through their @15 program.

Other major sponsorships include NASCAR
NASCAR
The National Association for Stock Car Auto Racing is a family-owned and -operated business venture that sanctions and governs multiple auto racing sports events. It was founded by Bill France Sr. in 1947–48. As of 2009, the CEO for the company is Brian France, grandson of the late Bill France Sr...

, the NBA, the PGA Tour
PGA Tour
The PGA Tour is the organizer of the main men's professional golf tours in the United States and North America...

, NCAA Championships, the Olympic Games, the NRL, the FIFA World Cup
FIFA World Cup
The FIFA World Cup, often simply the World Cup, is an international association football competition contested by the senior men's national teams of the members of Fédération Internationale de Football Association , the sport's global governing body...

s and the UEFA Euro.

In the Philippines
Philippines
The Philippines , officially known as the Republic of the Philippines , is a country in Southeast Asia in the western Pacific Ocean. To its north across the Luzon Strait lies Taiwan. West across the South China Sea sits Vietnam...

, it has a team in the Philippine Basketball Association
Philippine Basketball Association
The Philippine Basketball Association , is a men's professional basketball league in the Philippines composed of 10 company-branded franchised teams. It is the first and oldest professional basketball league in Asia and the second oldest in the world after the NBA...

, the Powerade Tigers.

Television

The company sponsors the hit Fox
Fox Broadcasting Company
Fox Broadcasting Company, commonly referred to as Fox Network or simply Fox , is an American commercial broadcasting television network owned by Fox Entertainment Group, part of Rupert Murdoch's News Corporation. Launched on October 9, 1986, Fox was the highest-rated broadcast network in the...

 singing-competition series American Idol
American Idol
American Idol, titled American Idol: The Search for a Superstar for the first season, is a reality television singing competition created by Simon Fuller and produced by FremantleMedia North America and 19 Entertainment...

. Coca-Cola is a sponsor of the nightly talk show on PBS, Charlie Rose in the US.

In video games

In PlayStation Home
PlayStation Home
PlayStation Home is a virtual 3D social gaming network developed by Sony Computer Entertainment's London Studio for the PlayStation 3 on the PlayStation Network . It is available directly from the PlayStation 3 XrossMediaBar under PlayStation Network. Membership is free, and only requires a PSN...

, the PlayStation 3
PlayStation 3
The is the third home video game console produced by Sony Computer Entertainment and the successor to the PlayStation 2 as part of the PlayStation series. The PlayStation 3 competes with Microsoft's Xbox 360 and Nintendo's Wii as part of the seventh generation of video game consoles...

's online community-based service, Coca-Cola placed a vending machine in Home that took users to a space called the "Georgia Break Station". The vending machine also distributed original avatar items and presented, along with "C-pons", digital coupons that could be used to get real drinks from real vending machines. This was to promote Coca-Cola's Georgia
Georgia (drink)
is the name of a popular brand of coffee-flavored beverages sold by The Coca-Cola Company. It was launched in 1975 by Coca-Cola Company, a Japanese subsidiary of the company. It has since expanded to markets in Singapore, South Korea, India and Bahrain. Georgia enjoys the most success in Japan,...

series of canned coffee. The space was a lounge where users could sit and chat and included two in-lounge avatars that told the users about the Georgia coffee. It was available from September 7, 2009 to December 17, 2009 in the Japanese version of Home.

In Dreamcast's Shenmue in 1999, Coca-Cola was featured in the Japanese only version when the main character Ryo Hazuki finds vending machines on the street corners in the video game, and actual cans that were sold in Japan in 1986, the setting of the video game. Sometimes, Ryo gets a special can which can be turned in for prizes.

External links

The source of this article is wikipedia, the free encyclopedia.  The text of this article is licensed under the GFDL.
 
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