The Nero Group has acquired London-based coffee business FCB Coffee. Founded in 1998, FCB operates 11 locations in travel hubs around London and the South East, providing commuters with speciality coffee offerings. Last month, The Nero Group bought UK-based independent coffee house chain 200 Degrees . FCB Coffee will be the sixth brand under The Nero Group, joining Caffè Nero, Coffee#1, Harris+Hoole, Aroma and recently acquired 200 Degrees. The Nero Group's founder and CEO, Gerry Ford, commented: “I’m very pleased to bring FCB into our Group. Its stores offer commuters in transport locations very high quality coffee. This is part of our strategy to provide customers with premium coffee no matter where they might be. As the coffee market develops, we continue to be focused on the premium, speciality coffee category.” Terms of transaction were not disclosed. #TheNeroGroup #FCBCoffee

Starbucks will no longer charge extra for customising beverages with non-dairy milk beginning 7 November, coinciding with the launch of its holiday menu. This change will allow customers to personalise their Starbucks beverages more easily. According to the company, non-dairy milk options, including soymilk, oatmilk, almondmilk and coconutmilk, are the second most requested customisation at Starbucks, following espresso shots. With this change, nearly half of Starbucks customers in the US who modify their drinks will see a price reduction of over 10%. Brian Niccol, Starbucks' chairman and chief executive officer, said: “Core to the Starbucks experience is the ability to customise your beverage to make it yours. By removing the extra charge for non-dairy milks we’re embracing all the ways our customers enjoy their Starbucks."      He continued: “I made a commitment that we’d get back to Starbucks, focusing on what has always set Starbucks apart – a welcoming coffeehouse where people gather and we serve the finest coffee handcrafted by our skilled baristas. This is just one of many changes we’ll make to ensure a visit to Starbucks is worth it every time.” Last month, Starbucks halted its fiscal year 2025 financial guidance after releasing unexpected results for 2024 that revealed a decline in revenue and a drop in quarterly earnings. Niccol noted that the company needed to "fundamentally change" its recent strategy to return to growth. He detailed plans to simplify the "overly complex" menu, adjust the pricing structure and modify the mobile ordering and payment system to prevent it from overwhelming the café experience. #Starbucks #menu

Primo Water shareholders have approved the company’s merger with an affiliate of BlueTriton Brands. At the company's 'special meeting' held on Monday, 04 November, nearly 99.9% of the votes cast supported the business combination, representing 89.2% of Primo Water’s outstanding shares as of 1 October 2024. The announcement was first made in June 2024 , where Primo Water and a BlueTriton affiliate have agreed to merge in an all-stock deal approved unanimously by both boards to create "a leading North American healthy hydration company". Following the closure, the company will rebrand as Primo Brands Corporation and adopt the ticker symbol "PRMB". Jerry Fowden, chairman of the board of Primo Water, said: "The decisive 99.9% shareowner vote in favour of our pending business combination with BlueTriton Brands underscores the confidence our shareowners have in the combined company's future. We look forward to closing the merger on 8 November and to beginning this next chapter together as Primo Brands." Robbert Rietbroek, CEO of Primo Water, added: "With this merger, we will bring together the best of both companies, the power of our teams, premier, sustainably and domestically sourced brands, and our service offerings, to form Primo Brands. This new name reflects our shared vision as a leading North American branded beverage company with a focus on healthy hydration. Together, with an iconic portfolio of brands and operational strength, we believe we are well-positioned to drive growth and deliver long-term value for our stakeholders." The merger is expected to close on 8 November 2024, pending final court approval and the satisfaction of other customary conditions. #PrimoWater #BlueTritonBrands

In a time of financial strain, a good cup of coffee remains a small but valued luxury for many. Pact Coffee’s head of B2B, James Fairbairn, shares how consumers’ taste for quality, along with a growing focus on ethical sourcing, is reshaping the coffee industry – and setting the stage for upcoming EU transparency regulations. During the cost-of-living crisis, luxuries are, understandably, having to make way for necessities for most of us, but it seems that a really decent cup of coffee is an affordable treat that consumers won’t give up. A significant amount of households have been investing in high-end espresso and bean-to-cup machines, and the fondness for great brews is reflected in the independent coffee shops replacing other stores in town centres. This is all down to the quality of the coffee. We call this 'speciality' coffee, and it’s effectively the fine wine of the coffee world. To be classed as 'speciality,' a coffee must score at least 80 points from a possible 100 with professional tasters. This can all seem a bit academic, but the success rate of these independent coffee shops is indicative of consumers getting a taste for speciality coffee. We've seen this extending to offices and shared workspaces, where bean-to-cup machines are regularly installed and demand is expected to grow in the coming year. Because, let’s face it, as a nation, we’ve not really completely adjusted to the new hybrid working model, and many companies have rightfully come to realise that it’s about making office work desirable, rather than just cracking the whip. A simple and logical way to do that is by making the environment enjoyable and giving your colleagues what they might not be able to get at home: a fantastic cup of coffee that they don’t have to pay for. It’s a benefit that’s inexpensive for businesses, but something that supplies a significant amount of workspace satisfaction – almost half (41%) of British working professionals drink three or more cups per day. More than what’s in the cup Another compelling trend that’s gaining momentum is the growing emphasis on sustainability for businesses. For us at Pact, the future of workplace coffee isn’t just about what’s in the cup; it’s about how we get it. Climate change is a growing threat to the whole coffee industry, and 50% of the world’s coffee-growing land could disappear by the end of the century. To cut a long story short, most of the world’s coffee is sold on the commodity market, like grain, gas and oil. On this market, it’s usually the traders who take the profit while farmers regularly lose money on a year’s crop, and when you need to make ends meet to provide for your family, it’s understandably tempting to deforest land to quickly grow more coffee plants. Trees are one of the greatest absorbers of carbon on the planet, and when you remove them, it exacerbates climate change. So, we believe that the only truly ethical and sustainable way to buy coffee is to skip the commodity market and all its middlemen, and trade directly with the farmer. This approach ensures farmers receive a truly fair price (in 2023, it was 46% above the Fairtrade price on average). It also means that a farmer can sustain their livelihood and focus on quality rather than quantity, while helping to pass the family legacy to the next generation. Sustainable sourcing is key to this approach, as well as supporting regenerative farming practices, reforestation efforts in Brazil, the development of disease-resistant coffee varieties, a carbon-neutral roastery and the use of recyclable packaging. Deforestation regulation A new law is expected to take effect within the next 18 months that will call for businesses in the coffee industry to be more transparent than ever about how they operate from next year. It’s quite controversial, because it’s going to significantly change the way that agriculture-related businesses trade, and, as a result, it looks like it might be pushed back by up to 12 months to allow them to adapt. Find out more about the EUDR in Refreshment's latest article here . In a nutshell, the law, EUDR, bans the exportation of products grown on deforested land. It means that all EU companies exporting coffee will need complete transparency on the journey of the bean, from farm to cup, and it’ll expose any bad actors that cut corners and ditch truly sustainable practices to make a profit. Having worked directly with farmers for over a decade, we've always ensured transparency. Over the next 12 months, we'll help them adopt the technology needed to trade with our roasters. Others will have no choice but to do the same when this law comes into play. #PactCoffee #opinion #coffee #EUDR

FoodBev is proud to unveil the highly-anticipated shortlist for the 22nd World Beverage Innovation Awards. After careful deliberation, our panel of judges have selected the top innovating contenders in the global beverage industry.   More than 60 companies, spanning 21 categories, have secured their place on this shortlist. Each entry showcases the remarkable diversity and ingenuity that defines the industry. With groundbreaking products and innovative solutions, every participant has proved to be a fierce competitor worthy of their success. Join us in our ceremony at BrauBeviale November 27th 4pm CET where we will unveil the the 22nd World Beverage Innovation Awards winners! As the anticipation builds, we invite you to applaud these exceptional accomplishments . Ready-to-Drink beverage Genepro Tea, LLC. - ProTEAn Clearly Canadian - Mountain Blackberry PepsiCo - Gatorade Midnight Ice LTO 2024 Pure Leaf - Pure Leaf Blackberry Iced Tea Inner Mongolia Mengniu Dairy Co.,Ltd - Yoghurt Drinks (apricot skin flavour） GoodBrew - GoodBrew GoodGut Caramel Latte Betty Booze - Sparkling Bourbon with Oak Smoked Lemonade Betty Booze - Sparkling Bourbon with White Peach Honey Mint Australian Vintage - Tempus One Alcohol beverage Holistic Spirits Co. - Origen Specialty Vodka Holistic Spirits Co. - Harmony Gin Puerto de Indias - Puerto de Indias Strawberry PepsiCo - Doritos x Empirical Nacho Cheese Spirit Pals - Triple Distilled Vodka, Pink Guava, Lime And Soda Pals - Mango Margarita Pals - Triple Distilled Vodka, Pineapple, Lime & Soda Australian Vintage - The Butcher's Cellar Beverage concept HOP WTR - HOP WTR Double Hopped Krones AG - KROKI Recycling-Ambassador for kids Clearly Canadian - Mountain Blackberry Clearly Canadian - Essence Grapefruit Sr. Valley Hemp Foods - Roasted Hemp Seeds & Coffee Blend KINO BIOTECH PTE LTD - KINOHIMITSU BUSTUP PRO Inner Mongolia Mengniu Dairy Co.,Ltd - Chewy Fruit Milk Flavored Beverages GoodBrew - GoodBrew GoodGut Pistachio Latte Beverage system Alamance Foods Inc - CT-Cold Foam Pubinno, Inc. - TapPay Anheuser-Busch InBev - In-depth insights for better beverage. Meet BMS Bartesian - The Bartesian Cocktail Maker Craft beverage deMagdo - Premium Wine Spritzer  - ROSE Spritzer Energy beverage PepsiCo - Rockstar Dia De Los Muertos Social Campaign 2023 KINO BIOTECH PTE LTD - KINOHIMITSU MACA MEN PRO CELSIUS - CELSIUS ESSENTIALS Functional beverage Mitra9 - Mitra9 Tropical Kratom Seltzer Fieldwork - Passionfruit + Orange Bitters SuperTonic TIM TAM TUMMY - TIM TAM TUMMY Kids Kombucha OLIPOP - OLIPOP Ridge Rush Inner Mongolia Mengniu Dairy Co.,Ltd - Liver-protecting and Hangover-relieving Flavored Beverages Boost Drinks - Tropical Blitz + Apple & Raspberry 250ml Sugar Free Energy GoodBrew - GoodBrew GoodGut Caramel Latte SKY BARN - Original Oatmilk +Adaptogens Low/no alcohol beverage Laurenchoo company Inc. - Chooper bubbly peach sangria Mitra9 - Mitra9 Coconut Lychee Kava Seltzer 2 Towns Ciderhouse - 2 Towns Sidekick Fieldwork - Day Money Grapefruit Blonde Pals - 0% Pineapple, Lime & Soda Mockly - Mockly Mocktails Betty Booze - Sparkling Tequila with Smoky Pineapple Australian Vintage - Not Guilty LUST & FEAST - L&F BUCCO Natural/organic beverage TIM TAM TUMMY - TIM TAM TUMMY Kids Kombucha Clearly Canadian - Mountain Blackberry Clearly Canadian - Clearly Sparkling Aqua Matters Pte Ltd - Jääde Inner Mongolia Mengniu Dairy Co.,Ltd - Mengniu Premium Pasture Original High-Calcium Pure Milk SKY BARN - Orginal Oatmilk +Adaptogens SKY BARN - Original Oatmilk Guayakí Yerba Mate - Berry Lemonade Plant-based beverage KINO BIOTECH PTE LTD - KINOHIMITSU WELLSURE SUGABALANCE GoodBrew - GoodGut Pistachio Latte SKY BARN - Original Oatmilk +Adaptogens SKY BARN - Original Oatmilk SKY BARN - Vanilla Oatmilk SKY BARN - Chocolate Oatmilk REBBL - REBBL 26g Protein Shakes Premium beverage Clearly Canadian - Mountain Blackberry Clearly Canadian - Essence Grapefruit Clearly Canadian - Clearly Sparkling Aqua Matters Pte Ltd - Jääde Inner Mongolia Mengniu Dairy Co.,Ltd - PeekaMoo Cool Lemon Tea Flavor Drink Inner Mongolia Mengniu Dairy Co.,Ltd - Mengniu CHEWY FRUIT Floral Fruity Milkshake Yogurt Series Health innovation HOP WTR - HOP WTR SweetLeaf - Water Drops TIM TAM TUMMY - TIM TAM TUMMY Kids Kombucha Alamance Foods Inc - Whipt-Plant Based Whipped Cream KINO BIOTECH PTE LTD - KINOHIMITSU BIRD'S NEST BEVERAGE Clutch Nutrition ApS - Clutch® InnoSoda® Liquid I.V.® - Liquid I.V.® Hydration Multiplier® Sugar-Free Ingredient innovation Pure Leaf - Pure Leaf Zero Sugar Iced Tea Inner Mongolia Mengniu Dairy Co.,Ltd - Chewy Fruit Milk Tea Beverage Betty Booze - Sparkling Bourbon with Apple Ginger Sour Cherry Betty Booze - Sparkling Bourbon with White Peach Honey Mint Betty Booze - Sparkling Tequila with Smoky Pineapple Manufacturing/processing innovation Aseptic Systems Co., Ltd. - Green Aseptic SmartSkin Technologies - SmartSkin InControl Inner Mongolia Mengniu Dairy Co.,Ltd - Mengniu CHEWY FRUIT Floral Fruity Milkshake Yogurt Series Anheuser-Busch InBev - Next Level Maintenance at your hands: Meet MAX Packaging innovation Birdie Bombs - Birdie Bombs PepsiCo - Pepsi x Sadio Mane CANPACK - DYNAMI:T , A. LE COQ (OLVI GROUP) HELL ENERGY Magyarország Kft. - FloeWater STILL Technology innovation Pubinno, Inc. - Smart Clean Anheuser-Busch InBev - Bringing objectivity to Tasting: Meet SensoryOne Frigoglass Group - A energy class beverage cooler Glass design Clearly Canadian - Mountain Blackberry Clearly Canadian - Essence Grapefruit Clearly Canadian - Clearly Sparkling Smeraldina - Smeraldina Water's 920ML Glass Bottle Metal design CANPACK - Żywiec (Grupa Żywiec, part of Heineken Group) CANPACK - ROYAL DUTCH (UNITED DUTCH BREWERIES) Packaging design PepsiCo - Gatorade Athlete Welcome Influencer Kit PepsiCo - Pepsi Electric 2024 PepsiCo - Starry Visual Identity PepsiCo - Pepsi Global Redesign PepsiCo - Pepsi Pal Norte Inner Mongolia Mengniu Dairy Co.,Ltd -  Chewy Fruit Milk Flavored Beverages CANPACK - LA RAOUL BEER CAN, LA GOULDALE BREWERY (ST. OMER) CANPACK - TUBORG (CARLSBERG BULGARIA) CSR/sustainability initiative Inner Mongolia Mengniu Dairy Co.,Ltd - Mengniu Milk DELUXE® Desert Organic Pure Milk Anheuser-Busch InBev - Sustainable Brewing: Advancing Process Control for a Future With More Cheers Marketing campaign Les Producteurs de lait du Québec - Votre lait - Your milk Inner Mongolia Mengniu Dairy Co.,Ltd - PeekaMoo（Pineapple flavour, Yogurt flavour） Inner Mongolia Mengniu Dairy Co.,Ltd - Mengniu CHEWY milk beverage Dairy Farmers of Canada - Moo or False Dairy Farmers of Canada - Regenerative Agriculture – I Do That Dairy Farmers of Canada - Biodiversity - It's in Our Nature Kentucky Bourbon Trail - Kentucky Bourbon Trail Brand Campaign Start-up/new business SKY BARN - Earth's First Clean-Label, Barista-Grade Oatmilks Gold Sponsor: ADM ADM has the innovative ingredients and insights you need to develop lifestyle beverages. From juicy drinks to teas to everything in between, modern consumers expect more from their beverages. Whether it’s the perfect refreshment to enjoy with friends or after a great run to rehydrate, ADM has the proprietary insights and custom solutions to help your brand develop the perfect beverage for any lifestyle and occasion. Visit our website to see how we can help you start creating crisp and refreshing modern beverages that your consumers will love. About FoodBev Awards FoodBev Media awards schemes have been running for more than 20 years and are now recognised as the most credible and respected awards schemes to influence the international food and beverage industry. For more information about our selection of awards programmes, please visit foodbevawards.com  or email awards@foodbev.com

Retail Food Group (RFG), Australian operator of global food and beverage franchises, has announced the acquisition of Cibo Espresso, a boutique coffee franchise, from Retail Zoo for AUD 2.7 million (approx. $1.8 million). The deal, funded by cash on hand, is expected to accelerate RFG's growth in South Australia. Founded 23 years ago in Adelaide, Cibo Espresso has 22 retail locations, including four company-owned outlets. RFG expects to invest approximately AUD 1.3 million (approx. $853,000) into the South Australian network to provide incentives, including capital commitments, to the coffee shop's franchise partners to accelerate its transition to Gloria Jean’s. The purchase is also expected to create synergies by using RFG's Castle Hill roastery to supply Cibo Espresso stores. RFG's focus on coffee as a core business will enable franchise partners to benefit from expanded product offerings, such as cold beverages and acai bowls, aimed at boosting sales. Franchise partners will also have access to a larger marketing fund after converting to Gloria Jean’s. Additionally, RFG plans to leverage growth in network sales across support functions like IT, finance and leasing to improve operational efficiency. RFG's CEO, Matt Marshall, said: "This acquisition aligns perfectly with our strategic goal to grow our core brands in the Café, Coffee, Bakery (CCB) channel and is an important step to deliver Gloria Jean's bold ambition to become the most visited beverage destination in the world". The transaction is expected to be completed by mid-fiscal year 2025 and to become accretive in fiscal year 2026, following the acquisition and conversion costs incurred in fiscal year 2025. #RetailFoodGroup #CiboEspresso #RetailZoo #Australia

In a recent interview, FoodBev Media’s editorial director Siân Yates sat down with key organisers from Watercoolers Europe (WE) for an insightful panel discussion held in Bucharest, Romania, from 10-11 October, covering the event’s major highlights and the latest trends within the industry. The panelists shared valuable insights into the association’s pivotal role, its impact on members and the future direction for the industry. Joining the discussion were Gustav Felix, managing director; Marzia Mariotti, chair; Derek Callaghan, treasurer; and Katarzyna Tomanek, vice chair of Watercoolers Europe. For those interested in exploring the latest trends in the European water dispenser market, we invite you to access a complimentary demo of Zenith's water dispense file. This file allows users to explore Zenith's West Europe database, showcasing how it can support your growth in the industry. By entering your name and email address, you'll be redirected to the demo Excel file and receive a summary of the market insights directly from Zenith. You can find the demo file here . #WatercoolersEurope

As the watercoolers industry continues to evolve, there is a growing emphasis on technology, innovation, sustainability and meeting consumer demands for healthier hydration solutions. Companies are continuously exploring new technologies and features that enhance user experience and promote environmental responsibility. At the Watercoolers Europe 2024 trade fair, Refreshment's digital news editor, Rafaela Sousa, had the opportunity to interview industry leaders from InstaGroup, Sigma, OP and Bardi as they share their insights on the next significant developments in watercoolers. For those interested in exploring the latest trends in the European water dispenser market, we invite you to access a complimentary demo of Zenith's water dispense file. This file allows users to explore Zenith's West Europe database, showcasing how it can support your growth in the industry. By entering your name and email address, you'll be redirected to the demo Excel file and receive a summary of the market insights directly from Zenith. You can find the demo file here . #WatercoolersEurope

In this exclusive interview, Richard Hall, chairman of Zenith Global, speaks with Siân Yates, editorial director of FoodBev Media, about the latest European water dispenser market and industry developments. Watch the full conversation below for an in-depth analysis, highlighting key trends and growth opportunities in this dynamic market. For those interested in exploring the latest trends in the European water dispenser market, we invite you to access a complimentary demo of Zenith's water dispense file. This file allows users to explore Zenith's West Europe database, showcasing how it can support your growth in the industry. By entering your name and email address, you'll be redirected to the demo Excel file and receive a summary of the market insights directly from Zenith. You can find the demo file here . #WatercoolersEurope

TGI Fridays, an American casual dining chain, has filed voluntary petitions for Chapter 11 bankruptcy protection in the Northern District of Texas. According to Reuters , this decision comes due to ongoing financial struggles and a failed deal with UK company Hostmore. In its filing with the US Bankruptcy Court for the Northern District of Texas, the company reported assets and liabilities between $100 million and $500 million. The company plans to use the time and legal protections provided by the Chapter 11 restructuring process to explore strategic alternatives aimed at ensuring the brand's long-term viability. The ownership of the TGI Fridays brand and its "related intellectual property" rests with TGI Fridays Franchisor as a result of an agreement with a separate investor group. These entities are not part of the Chapter 11 process. In September, British restaurant operator Hostmore abandoned its plans to acquire TGI Fridays after being removed as the manager of TGIF Funding, which holds the rights to collect royalties from the restaurant chain franchise, according to Reuters . Hostmore, which managed TGI Fridays in the UK through its subsidiary Thursdays (UK), experienced a 90% drop in its shares following the announcement and subsequently declared its intention to enter administration due to overwhelming debt. TGI Fridays Franchisor has franchised the brand to 56 franchisees across 41 countries. All locations, both in the US and internationally, remain independently owned and are not included in TGI Fridays' bankruptcy process. These restaurants are continuing operations and serving customers as usual. To maintain support services for its franchisees during this transition, TGI Fridays Franchisor has established a Transition Services Agreement and provided interim funding to TGI Fridays. This support will help implement a new long-term structure for franchise operations. In addition to supporting franchise restaurants, TGI Fridays will continue operating its corporate-owned locations in the US. The company has secured debtor-in-possession financing to ensure ongoing operations throughout the Chapter 11 process. TGI Fridays has also filed motions with the Bankruptcy Court to maintain customer programmes in the normal course. These motions are expected to be reviewed and approved in the early days of the case. Rohit Manocha, executive chairman of TGI Fridays, said: "The next steps announced today are difficult but necessary actions to protect the best interests of our stakeholders, including our domestic and international franchisees and our valued team members around the world". He continued: "The primary driver of our financial challenges resulted from Covid-19 and our capital structure. This restructuring will allow our go-forward restaurants to proceed with an optimised corporate infrastructure that enables them to reach their full potential." #TGIFridays #Texas #bankruptcy

Verve Coffee Roasters has introduced its first brewing device, the Dwell Dripper, a silicone pourover dripper. The device, featuring a bottomless design, allows for a free-flowing brewing process, producing a cup of coffee in under three minutes. The Dwell Dripper kit includes the brewer and a precise measuring scoop, available for purchase in seven colours. The system, which is made from BPA-free silicone, draws inspiration from Japanese single-use brewers, featuring a suspended coffee filter that prevents the restrictions often found in traditional pourover designs. This design aims to create an aromatic cup of coffee at home or on the go. In addition, Verve has introduced the 3x3 brew method for optimal results with the Dwell Dripper. This technique involves adding three scoops of coffee and filling water to a designated line three times, ensuring consistency and quality. Colby Barr, co-founder of Verve Coffee Roasters, said: “Our first-ever brew device marks a significant moment for Verve, as it extends our presence beyond just roasting into the complete coffee experience. The introduction of the Dwell Dripper showcases our continued innovation and growth as a brand while maintaining our commitment to brewing and crafting the highest-quality coffee.” Dwell Dripper was developed in partnership with Bould Design, known for modern smart home products. Founder Fred Bould commented: “Designed with meticulous attention to detail, this dripper combines optimal brewing with refined ergonomics. Its conical shape and suspended filter design offer a precise and swift brewing process, perfect for both home and outdoor use.” Dwell Dripper is available through the brand's website and on Amazon for an SRP of $24.99. #VerveCoffeeRoasters #US

The Coca-Cola Company has announced the relaunch of Barrilitos, a traditional Mexican soft drink brand with roots dating back to 1938. This move aims to tap into the increasing consumer interest in nostalgic beverages that celebrate cultural heritage, particularly among Latino communities in California and Texas. In 2008, Coca-Cola acquired Barrilitos and later expanded its line-up in 2017 by introducing bottled aguas frescas – a blend of cold water, fruit purée and cane sugar. Barrilitos, produced in Monterrey, Mexico, will be available in two packaging options: a 12oz glass bottle and a 1.5L PET multiserve bottle. The drink comes in four flavours – Mandarina (Mandarin), Manzana (Apple), Piña (Pineapple) and Ponche de Frutas (Fruit Punch) – and is sweetened with cane sugar, aligning with consumer preferences for natural ingredients. Maria Correa, Barrilitos lead, said: “This relaunch is an invitation to experience Barrilitos and celebrate its heritage in a whole new way,” she stated. The brand aims to resonate with multicultural Gen Z and Millennial consumers, who increasingly seek authentic experiences tied to their cultural roots. The relaunch coincides with a broader trend in the beverage industry, where brands are revisiting and revitalising classic products to meet contemporary tastes. As the US market sees a growing demand for beverages that reflect cultural diversity, Barrilitos positions itself as a key player in this niche. Distribution will be managed by Reyes Coca-Cola Bottling in California and Southern Nevada, while Coca-Cola Southwest Beverages will oversee Texas and Oklahoma. With the beverage landscape continuing to evolve, Coca-Cola’s efforts to reinvigorate Barrilitos may serve as a case study for other companies looking to capitalise on cultural trends while remaining true to their roots. #CocaCola #beverage #softdrink #flavour #trends #US