Coca-Cola Energy seemed like it was a strong opening poker hand, but after a year in-market, should The Coca-Cola Company hold them or fold them? To be completely honest, when The Coca-Cola Company announced it was launching a branded energy drink in the U.S. market in late 2019, I believed Coca-Cola Energy would do more for the U.S. energy drink market than any other product/brand since Red Bull originally landed on the shores of California in 1997. My logic behind that prediction is still sound, but a combination of bad execution and challenging market dynamics left Coca-Cola Energy short of reaching $100 million in sales during its first year. So, what happened? I'll dig into that and also discuss why The Coca-Cola Company isn't quick to discontinue its Coca-Cola Energy drink.