The new sparkling water brand’s flavor pairings, vibrant packaging and fresh marketing aims to meet evolving consumer demands and cut through a crowded category that continues to grow at double-digit rates.

Today’s Millennials are shifting more toward moderation and they’re prioritizing high-quality, tasty foods and beverages in place of excessive alcohol consumption. In the beverage sector, Innova Market Insights has seen big brands adapt their marketing of light drinks toward the more mainstream consumer—with the focus on worry-free enjoyment. This has resulted in an increase in drinks with a low alcohol content. 

Under the new structure, company veteran James Quincey, president and chief operating officer (COO), will succeed Kent as CEO, effective May 1, 2017. Kent will continue as chairman of the Board of Directors.

The Coca-Cola Company, Atlanta, and Monster Beverage Corporation, Corona, Calif., formed a strategic partnership that officials expect will “accelerate growth for both companies in the fast-growing, global energy drink category.”

Solazyme Inc. appointed Jean-Marc Rotsaert as its chief operating officer.

The Atlanta-based beverage giant has announced investments of more than $30 billion in markets around the world over the next five years.

The Coca-Cola Co. plans to invest $1 billion in its operations in Mexico this year as part of a $5 billion long-term investment plan.

Nestlé S.A. and The Coca-Cola Company agreed to focus the geographic scope of their ready-to-drink tea joint venture, Beverage Partners Worldwide (BPW), on Europe and Canada.

The Coca-Cola Company has come under fire from The Children's Food Campaign (CFC) -- an initiative that strives to improve children's health through food education -- for claims about its product, Vitaminwater.

Coca-Cola Co. acquired about half of the equity in the beverage business of Saudi Arabia-based Aujan Industries for $980 million, to expand its presence in non-alcoholic beverages in the Middle East.