Coca-Cola Heats Things Up

Coca-Cola Co. unveiled its Far Coast brand of premium brewed beverages to an awaiting Toronto marketplace in September 2006. The company is using Canada as a global test for the company's foray into the hot drinks market. Confirming media speculation, the company also opened a Far Coast Concept Store in Toronto a la Starbucks to provide a venue for consumers to taste and explore the wide range of premium Far Coast blends. The location will allow the company to gather consumer feedback quickly on new products in order to provide proven products to its restaurant customers. In addition to Far Coast, Coca-Cola introduced CHAQWA, a complementary brand oriented towards convenience. This brand allows Coca-Cola customers, like convenience stores and quick service restaurants, to serve authentic cappuccinos and chai teas to patrons who already visit their stores but are looking to upgrade from the coffee currently available.