Coca-Cola launches a new beverage with which it enters the agave market through Topo Chico. Coca-Cola’s entry into the agave market is an unexpected move by the brand, which demonstrates the great potential of this new proposal.
The launch was held at the Vaivén Festival, which Merca2.0 organized in order to present to the consumer a new product in its catalog that it jealously guards, however, the nobility of drinks like Topo Chico does not disappoint, on the contrary, it proves the value of each of the products that dominate in the category of hard seltzers.
Javier Meza, Coca-Cola’s VP of Marketing, points out that “we have a very big bet behind the category of flavored alcoholic beverages and we are bringing a new product within the Topo Chico portfolio with a tequila-based beverage, a seltzer tequila”.
The presentation that Coca-Cola makes in the middle of a music festival has a series of elements to consider such as the simple ones where we understand the movement as a way to reach an important volume of consumers, to the importance that brands give to events not only heading them, but also collaborating in them as is the Vaivén festival.
Tequila comes from Mexico, as there is clearly a denomination of origin, the product is 100 percent Mexican. This official launch will arrive in Mexico in August at a price 10% higher than the average price of the beers.
