Faced with changes in purchasing habits that have shaken the food and beverage industry, Coca-Cola is acquiring a minority stake in Iris Nova, the company that created a store without ATMs in New York City where customers pay your drinks by text message.
The company that has become the largest investor of the startup, led a round of investment of 15 million dollars that values Iris Nova in about 60 million dollars.
Iris Nova is the manufacturer of Dirty Lemon, a high-end beverage line, such as that made with recently discontinued CBD (Cannabidiol), which gained the adhesion of customers on Instagram before the company launched its first retail outlet in Manhattan this year.
With this participation, Coca-Cola accesses a brand that has harvested customers outside of traditional retail channels, boosting growth thanks to the impact of social media and direct sales to the consumer.
Source: Vanguardia.MX