New York CNN —Coca-Cola is launching a new limited-edition flavor for gamers, a demographic increasingly pursued by mainstream food and beverage brands. For this new flavor, called Coca-Cola Ultimate, the soda maker partnered with Riot Games, which publishes the multi-player online battle arena game League of Legends. Coca-Cola Ultimate bottles. As in most of those cases (Marshmello’s flavor had notes of strawberry and watermelon) Coca-Cola won’t share what Ultimate is actually supposed to taste like. And the relationship between Riot and Coca-Cola is deeper than the limited-edition flavor.

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Persons: Coke, Rosalía, “ We’re, Oana Vlad, James Quincey, they’re, ”, Gen, Ava Max, Vlad, Red Bull, Eric Krause Organizations: New, New York CNN, Riot Games, of, League of, Coke, PepsiCo, League of Legends Locations: New York, Dreamworld, Fortnite