Universal’s Epic Universe to Launch Coca-Cola Freestyle Souvenir Cup Program
Universal Orlando Resort is set to introduce a new Coca-Cola Freestyle souvenir cup program alongside the grand opening of its highly anticipated fourth theme park, Epic Universe, slated for 2025. This new beverage initiative is expected to expand Coca-Cola’s presence at Universal properties while tapping into high-margin, repeatable sales typical of theme park food and beverage programs.
The Coca-Cola Freestyle collectible cups will feature unique Epic Universe-inspired designs and offer unlimited refills for qualifying guests using specially equipped self-serve fountains throughout the park. Incorporating RFID technology, the cups are activated for daily use, with options to extend usability at an additional cost on subsequent visits. Pricing for the cups is expected to align with existing Freestyle programs across Universal parks, typically starting around $18 per cup, with discounted rates for multiple purchases.
Each cup’s RFID tag will communicate with Coca-Cola Freestyle machines located throughout Epic Universe’s immersive “worlds,” allowing for one refill every 10 minutes. Flavors range from classic Coca-Cola offerings to exclusive, limited-time mixes. The system also helps manage portion control, reduce waste, and streamline staffing—providing operational advantages for Universal and partner brands.
The Epic Universe Freestyle program builds on the success of similar beverage activations at Universal’s other parks, where branded souvenir cups have driven incremental revenue and guest engagement. With themed worlds like Celestial Park, How to Train Your Dragon – Isle of Berk, and the Wizarding World of Harry Potter – Ministry of Magic, each cup design is expected to tie into the park’s storytelling, increasing collectibility and merchandise appeal.
For FMCG beverage brands, this move underscores the strength of in-venue experiential marketing and the value of partnerships with high-traffic destinations. Coca-Cola continues to solidify its positioning as the exclusive beverage partner for Universal parks globally, leveraging immersive environments to both reinforce brand loyalty and test new product integrations.
As theme parks expand their role as lifestyle destinations, cross-category collaborations like Universal’s souvenir drinkware program highlight the importance of turnkey solutions that combine functionality, technology, and brand storytelling—offering tangible growth opportunities for FMCG partners.