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Coca-Cola will pay $2.2-billion (U.S.) for 17 per cent of Monster Beverage, a 10-per-cent discount from the price the shares closed at on Thursday.
Coca-Cola will pay $2.2-billion (U.S.) for 17 per cent of Monster Beverage, a 10-per-cent discount from the price the shares closed at on Thursday.
(SAM MIRCOVICH/REUTERS)

Coke innovation may be flat, but its deal making still has fizz

Coca-Cola’s latest investment reveals its idea bottle to be half empty. The $180-billion (U.S.) pop giant is paying $2.2-billion for 17 per cent of Monster Beverage, a maker of trendy energy drinks. It goes to show how even a global powerhouse with significant distribution and marketing advantages can struggle to keep ahead of upstart rivals. At least Coke got the deal formula right.