Nestea Brand Focuses On Europe And CanadaWritten by Branding Magazine Editorial / Featured in: Business / 09.01.2012.
The Coca-Cola Company and Nestlé S.A. have agreed to focus their ready-to-drink tea joint venture, Beverage Partners Worldwide (BPW), on Europe and Canada. In Taiwan and Hong Kong, The Coca-Cola Company will enter into a license agreement with Nestlé for the Nestea brand. In all other territories the joint venture will be phased out in a transition to be completed by the end of 2012, subject to any regulatory approval. In addition, the current Nestea license granted by Nestlé to The Coca-Cola Company in the United States will terminate at the end of 2012.
Over the past 10 years, BPW has delivered consistent growth to its parent companies and has expanded the Nestea brand across Europe, Canada and other markets. Both partners believe a concentrated focus on Europe and Canada will accelerate the growth and bolster the market presence of BPW where the joint venture is most effective. Both parent companies will be free to independently explore and maximize opportunities for growth in the ready-to-drink tea category in other markets.