Coca Cola, Bintang Toedjoe jointly launch new instant energy drink

Jakarta (Antara News) - PT Coca-Cola Indonesia and PT Bintang Toedjoe launched an instant energy drink known as "Extra Joss Strike" at Shangrila Hotel here Tuesday.

Under a cooperation, Coca Cola in Indonesia is entitled to produce and distribute instant energy drinks, PT Coca-Cola Indonesia managing director Robert Foye said.

In the meantime, PT Bintang Toedjoe, which has successfully produced the energy drink will hopefully bring progress to PT Coca-Cola Indonesia in its first ever instant energy drink business, he said.

PT Coca-Cola Indonesia has chosen the instant energy drink because its latest product is one of the potential commodities which have enjoyed fastest growth in the Indonesian beverage market.

In 2005 the production of the energy drink reached 314 million liters and enjoyed a 12 percent growth rate in five years.

Meanwhile, PT Bintang Toedjoe pharmaceutical company director Joseph D. Angkasa said Extra Joss Strike will replace Extra Joss X powder.

Products of the Coca-Cola Company were introduced to Indonesia back in 1927 and production was started in Jakarta in 1932.

Extra Joss became popular since its first appearance about ten years ago, thanks to intense promotion and advertising.

The market penetration of Extra Joss has exceeded all expectations. In 1994, total sales of the health drink only reached Rp65 million per month. At the end of 2001, the amount skyrocketed to Rp45 billion per month thanks to an agreement between Bintang Toedjoe, the producer, and PT Wicaksana Overseas International, once the largest distribution company in Indonesia.

Under the 1994 agreement, which expired in February 2002, Wicaksana obtained an exclusive right to distribute Extra Joss to the market across the country. (*)
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