Coca-Cola Innovation: Dirty Sodas and Refreshers Coming

Coca-Cola's innovation efforts are focused on automating trend-driven drinks such as dirty sodas and refreshers, as consumers and food service operators increasingly demand more customizable beverage options, according to CNBC. At its secretive labs near its Atlanta headquarters, Coke is developing ways for its Freestyle dispensers to make dirty sodas, which combine soda with flavored syrups or cream.

In partnership with AMC Theatres, Coke is testing a Micro Matic dispenser that produces Coca-Cola refreshers, and has more white-label beverage options in development, including a customizable energy drink. Handcrafted drinks have become an important sales driver for restaurants even as overall dining spending declines, with beverage servings outpacing food servings in the second quarter, according to Circana data cited by CNBC.

"It's our job to ensure that we're providing unique experiences and beverages because it's not a bonus now with consumers — it's the norm, they expect it," said Megan Tallman, Coke's vice president of dispensed equipment and innovation for North America. Restaurant chains including McDonald's and Wendy's have expanded their beverage offerings to boost margins, pushing Coke to keep pace.

The Coca-Cola Freestyle dispenser, which marked its 17th anniversary this July, has poured more than 67 billion 8-ounce servings since launch. Coke is also developing the Freestyle Mini, a smaller dispenser holding up to 16 drink options, though it has not yet been sold to US customers after debuting in Europe.

To automate dirty sodas, Coke created a prototype that adds a dairy module to the Freestyle dispenser, preserving the drink's signature drip-down appearance. Sparkling soft drinks remain Coke's largest category, accounting for 69% of unit case volume, even as coffee and dairy-based beverages grow, according to a company filing cited by CNBC.

Coca-Cola's planned energy drink launch in 2027 will be colorless and relatively unflavored, available in frozen or liquid form, and designed to be served by employees to limit consumption. A 12-ounce serving will contain 106 milligrams of caffeine, roughly matching a same-size Red Bull can, Tallman said.

McDonald's expanded its McCafe menu in May to include refreshers and crafted sodas, though the company reported US same-store sales growth of just 0.8% for the quarter. On Monday, McDonald's added the Red Bull Dragonberry Energizer, a move that has drawn attention given Coke's decades-long partnership with the chain.

Coke CEO Henrique Braun said the company's relationship with McDonald's "is intact," adding that Coke respects the chain's choices about partnerships with other companies, according to CNBC. More information about Coca-Cola's beverage and dispenser innovations is available on the Coca-Cola Company website.