Fond memories of working on the Georgia Coffee account when I was in Japan at the start of my career - insanely profitable drink for Coke as there’s very little distribution cost, simply strike a deal with the bottlers and boom you have 200m units in front of people.

This means that you can have insane variety - 20/30 different types of this canned coffee are not uncommon at all and the Japanese consumers are absolutely hooked on it.