Coca-Cola, Gutsche Family to Sell Stake in CCBA, Refranchising on Track

Core Insights - The Coca-Cola Company is transitioning into a total beverage company with a resilient strategy that combines marketing, innovation, and revenue growth management [1] - Coca-Cola and Gutsche Family Investments have agreed to sell a 75% controlling stake in Coca-Cola Beverages Africa Pty. Ltd. to Coca-Cola HBC AG [2][9] - The total equity value of the transaction for 100% of CCBA is estimated at US$3.4 billion, with completion expected by the end of 2026 [3][4] Transaction Details - Coca-Cola will sell 41.52% of its 66.52% interest in CCBA to Coca-Cola HBC, which will also acquire 33.48% held by Gutsche Family Investments [2][4] - An option agreement allows Coca-Cola HBC to acquire the remaining 25% of CCBA within six years of closing [4][9] - Following the acquisition, Coca-Cola HBC will represent two-thirds of Africa's Coca-Cola system volume, covering over half of the continent's population [5][9] Strategic Initiatives - Coca-Cola is enhancing its digital capabilities to improve marketing, sales, and distribution, aiming to capture online demand for at-home consumption [6] - The company is implementing a refreshed marketing model that integrates digital, live, and in-store experiences to strengthen consumer connections [7] - Coca-Cola's marketing efforts include experiential marketing through music partnerships and gaming integrations, which help maintain brand visibility and pricing power [7]