Coca Cola: signs a partnership with Constellation Brands

Coca-Cola Co. and Constellation Brands have signed a partnership agreement for a new alcoholic version of the Fresca soft drink brand. The US launch is slated for 2022. According to Constellation Brands, adult alternative drinks, including ready-to-drink cocktails, are a nearly $ 8 billion segment with an expected annual growth rate of 15-17 % over the next three years. In addition, Fresca is experiencing a resurgence in popularity, becoming the fastest growing soft drink brand in Coca-Cola‘s portfolio.