Within the diversification of products of the Coca-Cola company, Gastronomic Information has been informed by close sources that its next launch will be the calimocho. The American company has decided to take advantage of the pull that this well-known drink has in the popular large bottles.
The multinational will manufacture the drink at its plant Martorelles (Barcelona) with its partner in Europe, Coca-Cola Europacific Partners in can format.
Coca-Cola is finalizing its calimocho recipe
Although the recipe for calimocho is already known to all, Coca-Cola wants to go to market with a special touch. With this objective they are working with the bulli foundation of Ferran Adrià, which has accepted the offer within its plan so that the public better understands its tasks. Also they Roca brothers will be part of this Coca-Cola project suggesting different pairings in the Celler de Can Roca.
For their part, wine companies and cooperatives from different areas of Spain have shown their interest in participating in the project. Wine entrepreneurs understand that finally this can be the best way to reach a young audience since they have not been able to achieve it in their different campaigns.
Belén Esteban in the advertising campaign
Coca-Cola does not want to leave any segment of the public out of its promotional campaign and, according to some sources, would have signed Belén Esteban. The famous commentator Tele 5 He would have already signed the substantial contract with the American company. The promotional campaign will have spaces on television, radio and press. This job could leave Belén Esteban off the screen for a few weeks.
It has also been learned that the international promotion of the drink has been proposed to Andres Iniesta for its connection with the world of wine. Close sources comment that Iniesta has declined the proposal since, according to him, in Japan they would not understand it. "Here are more than Sake", said.
