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PT Coca Cola Indonesia has entered the competitive energy
drink market in Indonesia in cooperation with PT Bintang Toedjoe, a
local pharmaceutical company.
Under the agreement signed last year, Coca Cola is taking over the
production and distribution of an Extra Joss ready-to-drink energy
beverage.
The managing director of PT Coca Cola Indonesia, Robert Foye, told
reporters on Tuesday that the energy drink was marketed under the name
Extra Joss Strike.
He said the energy drink market in Indonesia had grown by 12 percent
per annum over the last five years with a sales volume of 314 million
liters worth US$300 million in 2005.
The president director of Bintang Toedjoe, Joseph D. Angkasa, said the
company would continue producing powder for energy drinks.
The company, he said, held a 55 percent share in the domestic energy
drink powder market.
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