Coca-Cola will celebrate 100 years in Mexico by investing US $6 billion

Coca-Cola is expected to put US $6 cardinal (103.2 cardinal pesos) successful the Mexican marketplace as the institution celebrates 100 years of doing concern successful Mexico.

President Claudia Sheinbaum announced the concern connected her X societal media relationship aft gathering with Coca-Cola Global Executive Director Henrique Braun astatine the National Palace successful Mexico City.

President Sheinbaum met with Coca-Cola Global Executive Director Henrique Braun astatine the National Palace soon earlier making the announcement of the concern connected societal media. (Claudia Sheinbaum/on X)

No details were forthcoming astir the investment, but Braun had said successful his aboriginal fiscal twelvemonth 2025 study that greater concern and a beardown selling strategy successful the lead-up to the 2026 FIFA World Cup would assistance the institution tackle the challenges brought astir by Mexico’s precocious introduced taxation increases connected sugary drinks.

The taxation hikes, which besides included low-calorie sodas containing non-sugar sweeteners, summation the taxation complaint to 3.08 pesos per liter, an 88% summation compared to the erstwhile complaint of 1.64 pesos per liter. 

Coca-Cola plans to absorption its selling efforts connected Mexico’s hosting of the 2026 World Cup, which Braun views arsenic important for clients and consumers alike. 

“We person been intensifying our campaigns since the archetypal day,” helium said. “We person had the run prepared since Jan. 1.” 

“Furthermore, we are celebrating 100 years successful Mexico. This volition assistance america to navigate the beardown headwinds” brought connected by the caller tax.

The CEO of bottler Coca-Cola FEMSA, Ian Craig García, said that the institution has optimized its operation and adjusted its superior expenditure successful Mexico to hole for the fiscal challenges and the anemic economical maturation projected for 2026.

 FEMSA’s strategy focuses connected stableness and the enlargement of its proviso of returnable containers, to assistance support its marketplace share.

The steadfast hopes to usage Mexico’s relation arsenic a World Cup big state to beforehand its brands done integer and gross absorption initiatives.

“We person … developed an ambitious program unneurotic with the Coca-Cola Company to payment from our acquisition arsenic a big state for the FIFA World Cup,” stated García. 

“We stay focused connected productivity and outgo power initiatives, unneurotic with a prudent concern successful capital,” helium added.

With reports from El Financiero