THE COCA-COLA COMPANY
2026 GROWTH FRAMEWORK
Coca-Cola Total Beverage Portfolio & Customer Sales Plan
14
13. Category Growth Strategy
Each category translates a consumer need into relevant brands, customer availability and repeatable purchase
occasions. Local assortment and brand presence vary by market.
Sparkling
Consumer need: refreshment, taste choice and beverage pairing. Brand portfolio: Coca-Cola, Coca-Cola Zero Sugar,
Sprite and Fanta. Channel availability: grocery, convenience, foodservice, vending and venues as locally relevant.
Purchase occasion: meals, social occasions and everyday refreshment. Repeat consumption: supported by consistent
brand experience, suitable pack choice and dependable availability.
Water & Hydration
Consumer need: water and hydration, including active occasions. Brand portfolio: Dasani, smartwater, Powerade and
BODYARMOR, with distinct brand roles and market presence. Channel availability: retail, convenience, foodservice,
sports and other relevant locations. Purchase occasion: everyday hydration and active occasions. Repeat consumption:
supported by accessible assortment, relevant formats and channel execution.
Coffee & Tea
Consumer need: coffee and tea occasions across different preferences and settings. Brand portfolio: Costa, Georgia,
Fuze Tea, Gold Peak and Ayataka where available. Channel availability: grocery, convenience, foodservice and other
suitable channels. Purchase occasion: at-home, on-the-go and refreshment moments. Repeat consumption: supported
by taste relevance, customer assortment and availability.
Juice & Dairy
Consumer need: juice, fruit-based refreshment and dairy-based beverage choices. Brand portfolio: Minute Maid, Simply,
fairlife and innocent where offered. Channel availability: grocery, convenience and foodservice according to product and
market. Purchase occasion: meals, snacks and refreshment. Repeat consumption: supported by product relevance,
suitable packs and reliable customer availability.
