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Coca-Cola Deepens Retail Partnerships

Coca-Cola is a year and a half into its new retail strategy, which began with the acquisition of its large bottler Coca-Cola Enterprises North America. That huge vertical integration through retail distribution helped the company develop deeper customer relationships, positive retailer feedback and more robust financial performance. “If you’re a Kroger or a Marsh, for example, you now have one person, one general manager with a customer team, coming in and representing The Coca-Cola Co. in the entirety of the portfolio,” said Steve Cahillane, president and chief executive officer, Coca-Cola Refreshments, the North American unit created from the merger that includes bottle and can, fountain, and juice.



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