Coca-Cola joined hands with Green Mountain Coffee to enter the Coffee Industry

Green Mountain Coffee became the "coffee giant selling cups" in the United States with its famous single-cup coffee marketing model. With dedicated single-cup coffee makers and Krieg K-Cups that brew coffee one cup at a time, Green Mountain Coffee has managed to reach 13% of U.S. households.

Financial data show that green mountain coffee achieved sales revenue of $1.39 billion in the first quarter, up 4% year-on-year, of which about 94% of revenue came from coffee machines and matching coffee cups. Coca-Cola's involvement in the home beverage system stems from the attraction of slowing growth in the fresh-brewed coffee and carbonated beverage markets and the rapid growth of single-cup coffee at home.

From the trend of beverage category structure changes in recent years, the market share of carbonated beverages will gradually decline, while functional beverages and healthy beverages will get faster development, of which the market share of carbonated beverages has dropped to 21.9%, lagging behind drinking water 25.7% and juice category 22.2%.

A spokesman for Coca-Cola China said that the times are developing, and the expansion of sales channels and categories has been constantly changing and updating. It may not all become mainstream, but Coca-Cola will try all kinds of channels and marketing methods.