Coca Cola's Desperate Bid for Relevance in a Changing Beverage Market The beverage giant's efforts to reinvent itself through automation and customization are a testament to the evolving tastes of younger generations.
Coca Cola's recent push into new drinks and trend driven equipment is driven by a desire to stay ahead of its competitors.
Coca Cola has invested in automated dirty soda dispensers, which reflect the company's attempt to adapt to rising demand for handcrafted beverages.