Growing Our Coffee Business in Taiwan Region

At Swire Coca-Cola, while sparkling beverages remain central to our business, we continue to diversify our portfolio by introducing a wider variety of drinks to satisfy consumer tastes. Coffee has emerged as one of the fastest-growing categories in our Taiwan market, achieving an impressive revenue growth of 19% in 2024.

Since its launch in Taiwan in 2021, our ready-to-drink coffee brand, Georgia Coffee, has steadily grown in sales volume and market share. Over three years, Georgia Coffee has risen to become the fourth-leading brand in its category. Building on this positive momentum, Georgia Coffee recently expanded its product line with the launch of two  flavours under the new Cloud Latte series: Caramel and Hazelnut White Chocolate. These new offerings feature a smooth, creamy texture and a rich aftertaste, making them the ideal choice for afternoon refreshment.

To support this product launch, our Taiwan team organised a high-profile press event, collaborated closely with retail partners, and engaged our brand ambassador to promote the new offerings. Leveraging local market insights, the team strategically positioned Georgia Coffee’s existing Black and Latte variants as ideal breakfast companions, while aligning the new Cloud Latte series with local consumer preferences for sweet beverages in the afternoon. These targeted drinking occasions aim to further strengthen Georgia Coffee’s presence in the growing coffee market.

To enhance product visibility, 162 colleagues from our Taiwan team actively visited more than 340 supermarkets and hypermarkets. Their efforts focused on optimising in-store displays, thereby strengthening brand presence and increasing consumer awareness of Georgia Coffee’s innovative Cloud Latte offerings.