James Quincey
Analyst · Goldman Sachs.
Yes. I mean just starting on the U.S., I mean we haven't -- the markets we haven't announced yet, I mean, we're not going to announce until we're ready. Clearly, we're thinking about the U.S. market and when would be the right timing for Coke Energy. Clearly, it's a big market and a big opportunity. I think, ultimately, the way I would look at it is we've launched in a number of markets and our approach is essentially to launch in markets where we know we have capabilities and a lot of strength and a strong Coke franchise, and therefore, we think would represent a robust good opportunity and that should give us an idea of what -- how well we could do. So, Spain would be an example of that. We have a great franchise in Spain. We have a great on-premise business there with the cafés and restaurants. We have strong relationships with the modern trade and a very strong bottler. So, we know that if we do well there, that in strong markets, then we know what that would represent. Then we've also launched it in some of the other emerging markets and some markets that our strengths are not as good as the Spanish end of the spectrum, but it'll give us a range of learnings and experience in different types of environments. And that'll give us, in a way, a set of learnings on the 1.0 of launching Coke Energy from which we can learn. And purely from a rollout perspective and a tactical perspective in something like this, it would probably suit us to have those learnings and have a 2.0 for the U.S., whatever tweaks that may be, whether it's taking the formulation tweaks and the graphic tweaks and the marketing mix tweaks and the execution approach, because it's all about accelerating the learning cycle and driving that forward. So that will be the conceptual approach on how we want to get it done. And that's kind of will be true, whether it's Coke Energy or Coke with coffee. Every time we've done it, we've tried to make sure we learn from the cycle of the 1.0 or 2.0 before we go to the next set of countries. Obviously, that means you need to go back at some point to the initial countries to bring them up to the latest thinking on what can be done. And similarly, for coffee, there, of course, we're looking at which of the formats best establishes the brand and can work. And clearly, we think that rolling out with the express vending machines and being a kind of a beans-and-machines beverage partner to the restaurants and cafés and the kind of immediate consumption channels is the way to a kind of drive the brand forward. And ready-to-drink coffee will play a part of that but not necessarily be the first piece.