Soda companies often employ a strategy of withdrawing products only to reintroduce them later. This pattern sometimes follows a seasonal schedule, with certain flavors appearing in the summer or during the holiday season before disappearing again. This approach is similar to how Starbucks handles its seasonal drinks, with favorites returning annually at unspecified times.
Both Starbucks and Coca-Cola, the latter identified by the ticker symbol KO, utilize a model where specific beverages cycle in and out of production without a fixed schedule. This lack of predictability encourages fans to purchase these limited-edition flavors more frequently and, for canned products, results in some consumers stocking up on their favorites. Customers are left uncertain about when or if a beloved flavor will reappear, making the return of a discontinued soda particularly significant for enthusiasts.
In recent years, Coca-Cola has introduced various limited-edition flavors, but its newest offering revives a classic favorite. Although flavored sodas were previously available at soda fountains, it was not until the 1980s that canned flavored editions of popular colas emerged. Cherry Coke, introduced in 1985, quickly gained popularity. According to Brian Dyson, then-president of Coca-Cola USA, Cherry Coke’s launch represented a pioneering entry into the cherry-flavored soda category, leading to the subsequent release of Diet Cherry Coke in 1986. Both drinks enjoyed success for decades until Diet Cherry Coke quietly vanished a few years ago.
This is set to change as Diet Cherry Coke is making a comeback, featuring a design reminiscent of its late-1980s packaging. This re-release, its first since discontinuation by Coca-Cola in late 2020, was announced by the popular SodaSeekers Instagram page. While images of the new packaging are not yet available, the design closely mirrors the original. Additionally, Diet Cherry Coke is expected to return to Canadian markets, exclusively at Costco in 24-packs. The beverage will be available in the United States starting in July.
Coca-Cola’s core brands continue to perform strongly. During a recent earnings call, CEO James Quincey reported growth in both transactions and volume in North America, along with significant top-line and profit increases. He attributed this success to the popularity of iconic brands like Coca-Cola and Fairlife. Sparkling flavors also gained market share, driven by successful limited-time offerings such as Sprite Winter Spiced Cranberry and Fanta Beetlejuice. Quincey acknowledged that consumers remain sensitive to pricing but noted positive responses to value promotions across various channels.
The company’s classic brands and innovative products have contributed to its strong performance in recent years, with retail sales of trademark Coca-Cola brands increasing by approximately $40 billion over the past three years. The company’s innovation strategy includes creating short-term buzz with products like Coke and Oreo or Sprite Winter Spiced Cranberry while also investing in long-term impactful products. Coca-Cola has focused on sustaining investments behind key innovations to improve success rates and drive greater impact.
