Despite two years of recession, Coca-Cola has confirmed that it will invest BRL 3.2 billion (€868.1 million) in Brazil this year, including the opening of a new plant in Duque de Caxias, Rio de Janeiro.
The president of Coca-Cola Brazil, Henrique Braun, said that the forecast of investments this year is 10% higher than in previous years. In the last five years, the company's total investment in the country reached BRL 14.1 billion (€4.08 billion), including sinking cash into events such as the Summer Olympic Games and the World Cup.
Braun told reporters that the plans are long term, and the company is optimistic about the coming years. He added that investment will be in infrastructure (factories), equipment and marketing.
In a related development, Coca-Cola Brasil launched another stage of the single-brand campaign in São Paulo: the Stevia, Diet and Zero versions. The brands are set for a February arrival in Brazil, in packaging featuring a new visual identity, using the colour red.
One of the goals of the company is to increase the distribution of the versions of Coca-Cola with less sugar or without sugar (Zero Açúcar and Com Stevia) by 50% this year.
Brazil is the brand's fourth-largest market, behind the United States, Mexico and China. Coca-Cola Brasil generates 69,000 direct jobs and has 45 factories throughout the country.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.