Coca-Cola is Launching a New Flavor Geared Towards Gamers

Next week, a new Coca-Cola flavor will hit stores and it is aimed at gamers.

The drink, called Coca-Cola Ultimate, was created in collaboration with Riot Games. Although the flavor of the drink is still unknown, it is expected to stir up excitement by focusing on music and online games, per CNN.

Coca-Cola has released some pretty whacky flavors recently including Dreamworld, which tastes like dreams, Starlight inspired by the galaxy and Byte which is supposed to be pixel flavored.

Coca-Cola likes to keep the limited edition flavors a surprise until customers can try it for themselves. Oana Vlad, senior director of global strategy at Coca-Cola, said, ““The flavor profile is always, we say, 85 to 90% Coke. And then that 10 to 15% twist of something unexpected.”

A digital component is usually included with limited edition flavors. For example, Byte debuted in the video game Fortnite and Dreamworld allowed consumers to buy merchandise for their online avatars. Ultimate will feature a QR code on the bottle that will take people to an “Ultimate Instagram filter” as well as offering Ultimate-themed emotes in the League of Legends game.