Filed under: Deals, Products and services, Consumer experience, Coca-Cola (KO), PepsiCo (PEP), Marketing and advertising
Just recently, I talked about a transaction involving PepsiCo (NYSE: PEP) and a foreign juice company. Now, it is Coca-Cola (NYSE: KO) and a foreign coffee venture that are making some noise.
As Melly Alazraki reported Thursday, Coca-Cola, Coca-Cola Hellenic Bottling and Illycafe SpA put together a joint venture to get some ready-to-drink coffees out on the global playing field. The venture, dubbed Ilko Coffee International, will start distribution of its products in April in ten countries. Coffee doesn’t interest me, but this venture does, since I own shares of Coke. Just like PepsiCo, Coke wants to do all it can to supplement its flagship carbonated soda brands with different beverage categories.
While I don’t like coffee, I know that it is a very popular drink around the world; in some respects, consumers are nearly religious about coffee (and teas, as well). According to Bloomberg, the value of the ready-for-consumption coffee market is $16 billion, and it is focused in the Asian territory. This international scheme is therefore a great way for American shareholders to capitalize on a weak dollar. Many consumer companies these days are being helped out by currency valuations.
I can only envision that this market will grow significantly over time, and that Coca-Cola would be smart to aggressively invest in it and leverage its world-class distribution system to grab as much share as it possibly can. Future growth in case-volume is going to be directly dependent on Coke and its capability to work with its bottlers to efficiently exploit opportunities such as these.
With its blue-chip marketing muscle, I’ve no doubt that Coke will be able to translate many of these kinds of deals, in conjunction with its already deep collection of beverage products, into quality cash flows and further increases in its annual dividend payout, which is the ultimate reason for being a shareholder.
Disclosure: I own shares of Coca-Cola; positions can change at any time.
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