Coca-Cola Co. is pulling the plug on its U.S. energy-drink experiment.
The soda giant started selling Coca-Cola Energy in the U.S. last year, hoping to break into a fast-growing beverage category that is dominated by Red Bull GmbH and Monster Beverage Co.
But sales were disappointing. At the end of 2020, Coca-Cola Energy represented just 0.7% of U.S. energy-drink sales, according to Beverage Digest.
Coke will discontinue sales of the energy soda in the U.S. and Canada by the end of this year, a spokeswoman said Friday. The drink will remain available overseas, where it is sold mainly in Europe, she said. Beverage Digest earlier reported the move.
The drink has more than three times the caffeine of a regular Coke and contains guarana, a supplement popular in energy drinks.