Coca-Cola tests customizable beverage technology and new dispensers

Coca-Cola is developing new customizable beverage technologies and trend-driven equipment to meet shifting consumer preferences, particularly among Generation Z. Through its innovation labs in Atlanta, the company is testing new versions of its Freestyle dispensers capable of creating ‘dirty sodas’—combinations of carbonated drinks with flavored syrups, cream, or other ingredients.

In partnership with AMC Theatres, the company is also testing a Micro Matic dispenser designed to produce brightly colored refreshers. Additionally, Coca-Cola is working on white-label options, including an energy drink that can be customized by color and flavor.

These developments come as restaurant beverage servings outpace food-only orders, according to Circana data. As major chains like McDonald’s and Wendy’s expand their handcrafted drink offerings to boost profit margins, Coca-Cola is utilizing real-time data from Freestyle machines to identify popular flavor combinations and emerging trends.