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Reuters: Coca-Cola gets green signal to sell energy drink under Monster contract
03.07.2019 16:46 "Agro Perspectiva" (Kyiv) —
As of last week, an arbitration tribunal ruled that Coca-Cola Co (KO.N) can sell its energy drink globally under the terms of the contract with Monster Beverage Corp (MNST.O), Reuters says referring to the Coca-Cola, Monster Beverage reports (issued a few months after the launch of the product within Europe).
It is to be admitted, Coca-Cola was in arbitration with Monster Beverage over the launch of Coca-Cola Energy, as it would put the company in direct competition with Monster and violate their initial agreement as of 2015.
Atlanta-based Coca-Cola launched the Coca-Cola Energy as a part of its efforts to break away from its traditional fizzy sodas and shift to health-focused trends.
As to the ruling, the beverage maker can continue to sell and distribute Coca-Cola Energy, including markets where it has already been launched, and is free to launch the product on new markets globally.
It is to be noted, Coca-Cola said it would continue its partnership with Monster, in which it holds a stake of nearly 19%.
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