Coca-Cola announces launch of Burn in India

Mr. Ricardo Fort, Vice President-Marketing, India and South East Asia, Coca-Cola India poses for the photographers during the launch of Coca-Cola’s energy drink ‘Burn’ in Mumbai on Tuesday. Photo: Shashi Ashiwal

Beverages maker Coca-Cola on Tuesday entered into the energy drink segment in India with the launch of ‘Burn’

“With the launch of Burn, the company is set to further extend its portfolio in the energy drink segment,” Coca-Cola said in a statement.

Priced at Rs. 75 for a 250ml can, Burn is one of the most successful energy drinks from the company’s global portfolio.

The launch of Burn, it said, would be followed by a large scale below the line marketing activity. As part of the phased roll-out, Burn will be initially available in select premium outlets in three major cities Mumbai, Delhi and Bangalore, the company said.

“Burn is targeted at the trendsetting, socially active and adventurous young adults who require energy to experience life to the fullest,” it added.

This energy drink has a strong presence in Russia, Ukraine, France, Italy, Great Britain, Austria, Poland, US, Australia and South Africa.

Coca-Cola India, which mostly sells carbonated drinks in the country, has various brands like Thumbs up, Sprite, Limca, Fanta, Coca-Cola, Kinley, Georgia Tea & Coffee, Maaza and Minute Maid in its portfolio.