Already proving highly successful in a number of European markets following its launch in March 2008 through Coca-Cola Hellenic, Illy Issimo was launched in selected US markets last May (as reported in the July-August issue of Beverage Innovation magazine).
Japan is the world’s largest ready-to-drink (RTD) coffee market, accounting for roughly 75% of global consumption, and TCCC will have to tread carefully to avoid cannibalising sales of its existing RTD Georgia Coffee brand, which has been in Japan for more than 30 years.
The offering in Japan apparently omits the Caffé Espresso version available in Europe and the US. At launch, the promotional gift packaging set included two ‘Italian-styled’ saucers.
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