Coca Cola India Launches Aquarius: An Active Hydration Drink
Major drink company, Coca Cola India just launched a new drink; Aquarius. Aquarius is a lemon flavoured non-carbonated drink and is an extremely popular drink worldwide.
“Aquarius is one of the top $20 billion brands of Coca-Cola Company and is very popular across the globe. In this market we are aim at shaping the category of active hydration, targeted at young and urban consumers who are active-minded and lead active lifestyles,” Coca-Cola India and Southwest Asia vice-president for marketing and commercial Debabrata Mukherjee said.
The Aquarius Story
Aquarius is an active hydration drink which is infused with minerals.
It was first launched in Japan in a grapefruit flavour, followed by a launch Spain and Portugal and then went on to become the official drink of the 1992, 2008 and 2016 Summer Olympics.
Available in Citrus, Grapefruit, Lemon, Orange, Watermelon, Red Peach and Blueberry flavours across different countries, the drink is available in Hong King, Thailand, Singapore, Chile and China among other countries.
Aquarius Comes To India
In India, Aquarius will be available in lemon flavour for Rs.30 for 400 ml. It contains sodium, calcium and potassium.
This year, Coca Cola also launched Vio, a range of dairy drinks while last year it launched Feze iced tea.
These launches reflect a strategy to place a focus on healthier beverages.