Keurig 2.0 brews up DRM to freeze out copycat cups

The brand's next generation of single-serve coffeemakers won't be brewing anything other than Keurig-approved pods.

There's some reason for Green Mountain to be optimistic about the next generation's chances, though. With new features like larger serving sizes and the ability to brew an entire pot, Keurig 2.0 will probably have more direct appeal to coffee lovers than Vue did. Green Mountain's recently announced partnership with Coca-Cola and its plans to release a cold brewer this fall could also engender some excitement about what's coming next. There's also the fact that Keurig 2.0 brewers will continue brewing the existing generation of Keurig-licensed K-Cups, making them less of a leap for consumers than the Vue brewers and their proprietary Vue Packs were.

Still, there's quite a lot at stake here for Green Mountain. If Keurig 2.0 fails to catch on, then the company will find itself in an especially vulnerable spot, not only facing increasing levels of competition from big names like Nestle and Starbucks, but also from its own, existing brewers -- many of which will continue making the competition's coffee.

Source: CNET

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