I am the first person to admit that I am a brand whore. I know it, and I don’t really care. A brand I have a particular allegiance to is Coke. As a bit of a Coca Cola addict, I tend to love all things Coke. The whole New Coke fiasco? I prefer to believe it was brilliantly planned and executed, whether it was or not. I also love Starbucks, both coffee and brand. So when I heard that Coke was going to be testing the coffee beverage waters, I was a little excited and a little torn between the two. The news is actually a little old I guess, but here’s the story from Forbes:
It’s a small deal that could pack a big pop, or just a little fizz. Coca-Cola has quietly leased a 4,000-square-foot retail space in Toronto. While it’s just a storefront, it foreshadows what insiders say is the beverage giant’s dreams of dunking Starbucks in its own brew.
They have trademarked the name FarCoast for this hot beverage experiment, which launched in Toronto at the same time as Coca-Cola Blak, described as a “Coca-Cola Classic-based beverage that finishes with a rich essence of coffee.” Here’s an old press release on Blak that I was able to find. I seem to recall hearing about it, but it seems much further along now.
I’m going to be in Toronto in May, so I will definitely have to check this place out if its up and running.