I Still Can't Believe Coca-Cola Spent $2 Billion on Keurig

I Still Can't Believe Coca-Cola Spent $2 Billion on Keurig

Sometimes a bad investment isn't judged solely on whether a company makes money or loses money on the deal. In certain cases the lost opportunity from betting on the wrong horse hurts more than any immediate gain or loss.

Coca-Cola (NYSE: KO) did not lose much money spending over $2 billion to buy a nearly 20% in Keurig Green Mountain. It actually made a slight profit when the company was taken private being bought out by JAB Holdings.

What Coke lost is an opportunity to create a market for single-serve cold drinks brewed at home. That opportunity was squandered when the beverage giant decided to partner with Keurig on its ill-fated KOLD platform.

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Source: Fool.com