Virtually unheard of outside Japan, Georgia coffee is a key ingredient in Coca-Cola's attempts to reverse a flagging global financial performance. The caffeinated drink brand is only sold in Japan, but nevertheless is a key driver of sales in a market which accounts for approximately 20 per cent of the company's annual profit.
However, after dominating the market during the 90s, Georgia coffee is finding the going increasingly tough.
ompetitive products can be purchased in convenience stores, leaving Georgia's vending machine model looking a little dated.
The brand responded by shifting its focus away from salarymen towards the youth market, launching a new brand platform and marketing campaign last year — which promptly flopped.
