Coca-Cola is advancing its innovation efforts by developing new equipment and customizable beverages to meet growing consumer demand for unique drink options. In a facility near its Atlanta headquarters, the company is working on upgrading its Freestyle drink dispensers to serve trendy drinks like dirty sodas—which mix soda with flavored syrups and cream—and refreshers, created in partnership with AMC Theatres using a Micro Matic dispenser. These specialty drinks have become significant revenue drivers for restaurant clients such as McDonald’s and Wendy’s, as consumers seek more personalized beverage experiences.

Despite soda remaining Coca-Cola’s largest category, its growth focus has shifted toward handcrafted and functional beverages. The Freestyle dispenser, now 17 years old, continues to be a critical platform, with real-time data helping Coke track trends and develop new flavors like the limited-time Coca-Cola Orange Cream. The company is also preparing to launch the Freestyle Mini, a compact dispenser with more drink options, primarily targeting bars and smaller venues. Additionally, Coke is prototyping equipment to automate dirty sodas, keeping the visual appeal of the drink while offering convenience.

Beyond soda innovations, Coca-Cola is entering the burgeoning refresher and energy drink markets with new concepts aimed at healthier and shareable beverages. The company views refreshers as low-caffeine, visually attractive drinks using green tea or natural coffee extracts, aiming to redefine this category over the next year. Coca-Cola is also planning to introduce a customizable energy drink in 2027, targeting female consumers interested in functional drinks consumed in controlled servings—competing in a segment projected for rapid growth.

Coke’s innovation labs, including “The Vault,” collaborate closely with major food service customers to refine these offerings, exemplified by its work with Whataburger on a recent refresher line. While McDonald’s has expanded its beverage lineup with Coke’s crafted sodas and refreshers, it also partnered with Red Bull for energy drinks, signaling competitive dynamics. Coke CEO Henrique Braun maintains the company’s longstanding relationship with McDonald’s but acknowledges the evolving marketplace. Ultimately, Coke is focused on driving incremental sales for partners by meeting the new expectations of younger consumers who value creativity and personalization in their beverages.