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Coca-Cola company taps local brands to fuel next phase of growth
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Monday, 16 February, 2026, 12 : 00 PM [IST]
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Our Bureau, Mumbai
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Coca-Cola is doubling down on regional and local brands as a key strategy to drive future growth and uncover the next set of billion-dollar revenue generators, according to industry insights.
With the global beverage giant navigating evolving consumer preferences and competitive landscapes, company leadership is sharpening focus on identifying promising local products that resonate with specific regional tastes and consumption trends. These locally rooted brands are seen as potent engines of growth that can be nurtured and scaled, both within their home markets and potentially across international footprints.
Coca-Cola’s incoming chief executive officer, Henrique Braun — currently COO — has emphasised the importance of “localness” in innovation and brand development. Rather than relying solely on iconic, global trademarks, the company is prioritising agility and regional insight to accelerate the trajectory of smaller, fast-growing beverages. Such nimble brands can quickly adapt to shifting preferences and offer differentiated appeal compared with legacy products.
This strategic pivot comes as Coca-Cola aims to strengthen its relevance among diverse consumer segments around the world. Local brands that demonstrate strong potential can be supported through Coca-Cola’s expansive distribution infrastructure, marketing expertise and investment capabilities — enabling them to scale significantly faster than they would independently.
Industry observers note that this approach mirrors a broader trend in the drinks sector, where major players are increasingly leveraging regional insights to inform product innovation and portfolio expansion. Coca-Cola’s bet on local brands reflects a long-term effort to diversify its portfolio, stay closer to consumers and unlock new billion-dollar growth opportunities in an increasingly competitive global beverages market.
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