Coca-Cola Julmust outsells Coca-Cola during the Christmas season. In Scotland, the locally produced Irn-Bru was more popular than Coca-Cola until 2005, when Coca-Cola and Diet Coke began to outpace its sales. In the former East Germany, Vita Cola, invented during Communist rule, is gaining popularity. In India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink Thums Up. The Coca-Cola Company purchased Thums Up in 1993. , Coca-Cola held a 60.9% market-share in India. Tropicola, a domestic drink, is served in Cuba instead of Coca-Cola, due to a United States embargo. French brand Mecca Cola and British brand Qibla Cola
Coca-Cola Life early research findings showed a positive view by consumers toward the drink. The company plans to host 4,000 events at stores where people can sample the drink for free. To help with its advertising and public marketing campaign, the company hired Fitzgerald and Company to develop strategy and promote the product on social media. Coca-Cola began offering the drink to U.K. customers in September 2014. The offering was the first new Coca-Cola product introduced in the U.K. in eight years. In 2016, it was reformulated and now contains even less sugar than regular Coke (45% less). On April 5, 2017,