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It's Monday, September 3rd.

Welcome to Market Foolery.

I'm Chris Hill.

Yes, the market is closed.

Yes, I know Matt Greer said at the end of last week that we'd be back on Tuesday,

but this is a small bonus, small bonus episode. I'm taping this on Friday. on conversation that I had taped earlier in the summer with my colleague Brendan Burns.

So Friday morning, the news breaks that Coca-Cola is buying Costa coffee and I'm sure this has been covered to death in the business media but as

someone who owned Coca-Cola shares for a long time I don't anymore but I own them

for a long time.

I'm a fan of Coca-Cola.

I generally like what the business has been doing,

particularly the way it has expanded its beverage portfolio. This deal just left me scratching my head.

Particularly the quote from Jim Quincy who's the CEO saying,

and for those unfamiliar, cost of coffee, big in Europe, big coffee chain, retailer.

It's a coffee retailer.

They've got about 4,000 locations.

And the CEO of Coca-Cola said, this not a retail strategy it's a coffee strategy.

Okay well it kind of seems like it's both because this is a retail company and I'm I'm very

curious to see how this plays out and in the same way that on this show we were asking the question about Pepsi spending north of three billion dollars for Soda Stream and asking the question

look we know we've got the money you know is this the best use of the money

...