Company Special: Coca-Cola: Glamour launch for glaceau

SHANGHAI: The heated war for Chinese consumers who favor noncarbonated "lifestyle" drinks has escalated with the world's largest beverage maker bringing out its own brand of fashionable drinking water.

Coca-Cola Co earlier this month launched its glacau vitaminwater in China to consolidate its standing in the nation's noncarbonated beverage sector.

Instead of TV advertising campaigns and massive promotions, Coca-Cola is adding fashion to the image, hoping the drink will become a hot pick for the "in crowd" in metropolises like Beijing and Shanghai.