The category of tea to drink (RTD for its acronym in English – Ready-to-Drink) It is registering a very positive evolution in Spain, according to data from the Nielsen measurement and analysis company that cited from FUZE TEA In a statement. Thus, in the first 8 weeks of the year, the category grew to 10.3% in value and 10.1% in volume, compared to the same period of 2024.

“This data involves an opportunity to dissecture consumption beyond summer, offering varieties and formats that help develop key occasions”says Javier Murga, associate director of categories management for Fuze TEA in Coca-Cola Europacific Partners. In this sense, the company has communicated that The arrival in Spain of Fuze Tea -As exclusive Coca-Cola RTD tea brand- is contributing to “Expand the offer and, thus, help the category to expand in our country through greater competition.”

The tea segment ready to drink supposes, therefore, a market opportunity. Its penetration and per capita consumption In Spain it is less than in other countries: 5 liters per person a year in front of the 18 liters of Belgium or the 10 liters of Italy. In addition, it has 45% less than launches that other nardt categories (Non-Alcoholic-Ready-To-Drink).

It is, therefore, an upward category. As Murga points out, “The category has a great development capacity in Spain and our ambition is to double its value by 2030”. Thus, Fuze Tea will do it through two levers:

• The development of key consumption occasionssuch as meals (inside and outside the home), the Snacking or relax moments
• The innovationthrough new flavors, varieties and containers

All in line with the new consumer trends focused on well -being and naturalness. Thus, following the demands of the market, Fuze Tea explains that it is committed to the variety of flavors, low in calories or without sugar, in its portfolio: green tea -maracuyá is the taste with more growth in the category and mango pineapple is a flavor designed for the Canarian market but which, in May 2025, will make the jump to the peninsula and the Balearic Islands.

Regarding consumer profileThe company explains that Fuze TEA is focused on young adults (18-34 years) “That they aspire to live life to the fullest, both individually and socially, traveling, exploring and seeking naturalness.”. This target audience has been called “Passionate about life”, Hence marketing and communication actions carried out From Fuze Tea they are oriented to offer “Those moments of liberation and pause to refresh their lives, increasing the incidence of consumption”Javier Murga points out.

A commercial strategy to help category growth

With the aim of contributing to the growth of the category, Coca-Cola has designed a Commercial strategy aimed that consumers and customers can find Fuze Tea in the main sales channels: modern food, horeca, organized hospitality, convenience, online …

Thanks to this work, as Murga stands out, “We have made the majority of our hospitality and convenience customers have decided to have Fuze Tea among their drink of beverage”. As part of this commercial strategy in hospitality, Fuze Tea will offer its customers 30,000 activation kits and around 8,000 umbrellas to wear their terraces in the coming months.
A strong commitment to the presence on the online channel is also being carried out, so that consumers have available Fuze TEA and promoting medium retail spaces, with the aim of promoting product tests. Thanks to the multichannel approach, as Murga points out, “We are getting customers and consumers to find the usual taste at any point of sale”.

Fuze Tea is made in 6 factories in Spain

As part of that goal to ensure that consumers can count on the product when and where they wish, Coca-Cola explains that they work their releases in a way “Integral and transverse”, involving The entire value chain, from the administrative and commercial part to the production and distribution plants.

Despite being a global brand with a presence in 90 countries, for marketing in Spain Fuze Tea is produced locally In six Coca-Cola Europacific partners located in Seville, Valencia, Bilbao, Tenerife, Coruña and Barcelona, allocating a total of 20 lines to the production of Fuze TEA. “Our factories produce about 8,000 liters at the time of their iconic returnable glass format”explains Juan Carballal, director of the Coca-Cola Europacific Partners Factory in Valencia.

It should be remembered that many Coca-Cola formulas in Europe are created or developed in their R&D center in Brussels and then manufactured and marketed in other countries. Hence, a constant dialogue between the R&D center and local plants is required, so that the flavor and characteristics of each drink are identified identically in its elaboration. Therefore, the center of Brussels has a pilot plant where the production process is rehearsedwith the objective that the drink, validated by consumers, arrives equal to the market in terms of flavor, aroma and texture.

For him launch in Spain from Fuze Tea Original Taste The coordination of all areas of the department of Supply Chain to ensure flexibility in production planning and adapt it to changes in commercial demand in the launch process.

“We are satisfied with the acceptance that Fuze Tea is having in Spain in what we have been, both by our consumers and customers. We have the conviction that when expanding the available offer we will get further boosting the growth of the category”judgment Javier Murga.