Coca-Cola Relaunches 2 Craft Sodas
New packaging, taglines and a fountain test all on tap
TUSTIN, Calif. -- Nine months after acquiring the brands from Monster Beverages, Coca-Cola-Co. relaunched Hansen’s and Blue Sky sodas this month with new branding and fresh packaging.
On March 11 at the Natural Products Expo West in Anaheim, Calif., Hansen’s Sodas debuted a throwback logo and glass packaging that nods to the brand’s 40-year roots in Southern California, plus a new tagline, “This is What Original Tastes Like.”
Blue Sky Sodas unveiled new branding, along with availability in fountain and a new tagline, “Rooted in Real.”
Hansen’s and Blue Sky are now operated by the Coca-Cola Co.'s Venturing & Emerging Brands (VEB) group. They have been part of the Coca-Cola family since last year, when the company acquired the brands as part of a portfolio previously held by Monster Beverage.
“These brands have incredible potential to thrive and build on their already great histories, and VEB is excited to help steward a new era of innovation, excitement and sustained growth for Hansen’s and Blue Sky,” said Jeremy Faa, senior vice president and general manager, craft beverages, VEB. “The crafted and specialty beverage category is a fast-changing, dynamic category. We see great opportunities for growth in this emerging part of the beverage business.”
VEB research indicates that the overall craft and specialty soda segment accounts for less than 2% of total soft-drink sales in the United States, but sales are growing.
As consumer favorability has grown, more customers have expressed interest in the emerging category, including in fountain. Blue Sky is now available for testing in fountain.
Hansen’s and Blue Sky are based in Tustin, Calif. The office leads brand development, innovation and commercialization for the brands, while working closely with Coca-Cola’s research and development, quality and supply-chain teams.
The overall VEB portfolio includes a variety of wholly owned brands, such as Zico Coconut Water and Honest Tea, as well as minority investments and partnerships, including fairlife ultra-filtered milk, Suja juices and others.