Coca-Cola Signals Continuity — and Ambition — Amid Strategic Renewal
Jan/27/2026
Coca-Cola is reinforcing its long-running strategy of brand expansion and portfolio diversification, filing new U.S. trademarks — Power Your Legacy for sports and non-carbonated beverages and Power Your Fate spanning beer and soft drinks — while preparing for a carefully managed leadership transition. Henrique Braun, a veteran executive with deep operational experience across continents, will assume the role of chief executive on March 31, as James Quincey moves to executive chairman after nine years reshaping the company into a "total beverage" enterprise. Under Quincey, Coca-Cola shed weaker brands, invested heavily in marketing, and pivoted toward lower-sugar drinks, waters, coffees, and sports beverages, even venturing into alcohol partnerships — all while sustaining its status as the world’s most valuable soft-drink brand, with roughly $47 billion in annual revenue and North America as its profit engine. The rivalry with PepsiCo continues to animate the industry, but Coca-Cola’s edge remains its brand power and disciplined focus on scale. Braun now inherits a company well positioned yet under pressure from shifting consumer tastes, tasked with sustaining growth in emerging categories without diluting the iconic franchise that made Coca-Cola ubiquitous.
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