In a move that ties Coke’s Venturing and Emerging Brands group tightly to one of its most valuable service providers, the brand incubation unit today purchased a minority stake in L.A. Libations, which has handled much of the go-to-market and channel expansion strategies for many of VEB’s products.VEB-Venturing-&-Emerging-Brands

The move will put L.A. Libations (recently noted as a BevNET Magazine cover subject), which has recently begun investing in and developing brands of its own, in the position of acting as an innovation resource for its new investor. VEB itself has more success thus far by following the strategies of investing in brands early, like Zico and Honest Tea, and also by partnering with other companies to create products, as with its Illy issimo RTD coffee brand. But VEB’s internally innovated brands have been more of a mixed bag, as products like Cascal, a fermented CSD, and Sokenbicha, a barley tea, have fallen by the wayside. 

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