The idea of iced coffee as a packaged refreshing beverage is not new.When Starbucks presented their double shot followed by other products nobody was surprised that it brought success.When Hansen’s introduced “Monster Java” and was greatly successful everybody was surprised.Maybe it was the fact that Hansen’s Moster Energy Drink moved to brand extensions, or that people thought the coffee drinker and the energy drink consumer don’t mix.
What is apparent is the success of coffee drinks in the energy drink category.Rockstar followed with their own product and Coca Cola also has their “Full Throttle Coffee”.
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