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Coca-Cola plans to invest $1bn in Argentinian bottling and distribution operations

Published 22 January 2016

Coca-Cola is planning to invest $1bn in bolstering bottling and distribution operations as well as looking out for further acquisition opportunities in Argentina over the next four years.

coca-cola argentina

The company's CEO is believed to have discussed about this plan with Argentine President Mauricio Macri at the World Economic Forum that was held in Davos, where Maruicio had urged overseas companies to invest in the country.

Coca-Cola Argentina spokesman Francisco Do Pico was quoted by Reuters as saying that the investment would be spent on building a new bottling plant in Corrientes province and setting up of two new distribution centres. The construction of the bottling faciity has already commenced.

Without divulging further details on probable acquisitions in near future, Francisco Do Pico was quoted by the publication as saying: "At this time we do not rule out acquiring a local company in the non-alcoholic drink sector."

The investment comes just a day after Coca-Cola revealed its new marketing strategy with 'One Brand'. The brands of the company which would unite include Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life.

The move comes at a time when consumers are increasingly moving away from sugary drinks that have been linked to obesity and other health concerns and opting for healthier versions, The Columbian reported.

Rather than appearing as products with different personalities, the new strategy is intended to convey that all variations will come under one single brand, Coca-Cola Company chief marketing officer Marcos de Quinto said.

The new campaign is being launched at a time when Coke is struggling to improve sales, as its soda volume was up by just 1% for the first time in nine months, due to the debate on tax on sugary drinks across several countries.

Image: Coca-Cola invests in Argentina. Photo: Courtesy of THE COCA-COLA COMPANY.