Cēsu alus has achieved agreement with the third largest cola producer in the world Cott Beverages Inc on the production and distribution of the beverage Royal Crown Cola or RC Cola in Latvia. The goal of Cēsu alus is to reach a 15 % market share in this segment.
Beverages with a cola flavour are the favourite among the market of non-alcoholic drinks in Latvia and take a significant 30 % market share in this segment. Although the RC Cola brand is not currently known in Latvia, it is among the three most popular cola flavour brands in the world, which includes CocaCola and Pepsi. Currently, RC Cola is being produced and distributed in 60 countries around the world. The strongest factors of this brand are its original beverage flavour and the available price.
In taking over the production technology and the recipe from the U.S., which isRC Cola’s country of origin, JSC Cēsu alus will launch the production and distribution of this worldwide popular beverage in Latvia this year. The company has invested 60 thousand lats in the implementation and adjustment of the production technologies. RC Cola is going to be the only international cola flavour beverage produced in Latvia.
JSC Cēsu alus Chairman of the Board Eva Sietiņsone Zatlere: “We are delighted that one of the largest cola producers in the world has approved JSC Cēsu alus as the sole producer and distributor of the RC Cola brand in Latvia. A decrease can be currently seen in all beverage markets due to recession. For the company to be able to provide sustainable development with strong activity launch in cola flavour segment, we have discovered a progressive option for increasing our influence in the Latvian non-alcoholic beverage market.”
The RC Cola recipe was developed by American pharmacist Claud Hatcher who, in 1905 in the basement of his house in the state of Georgia, launched the production of the non-alcoholic beverage. The name of the first cola was Chero Cola, which in 1934 obtained the title Royal Crown Cola or RC Cola. Royal Crown Cola is the first producer of non-alcoholic drinks that began the production of diet cola and that began the production of canned cola.
RC Cola will be available at points of sale as soon as June, in 0.33 l cans and in 0.5 l and 2 l PET bottle packaging.