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Bottling Change, Discount Policy, May Have Knocked The Wind Out Of Coca-Cola’s U.K. Sales

April 15, 2014: 12:00 AM EST
Coca-Cola’s March relaunch of several beverage brands in smaller (1.75 liter) bottles has deflated sales in great Britain by double digit rates. Coca-Cola, Diet Coke and Coca-Cola Zero in 2 liter bottles were downsized to cater to a broader range of “consumption occasions and shopping missions”, specifically the smaller volume, more frequent shopping trip, according to the company, which does not break out sales by country. Great Britain sales were also hurt by its bottling partner maintaining “disciplined pricing” – no deep discounting – during the quarter. Volume sales across Europe fell four percent year on year in the quarter ending March 28. Revenue was up 10 percent to $1.3 billion, with operating income up five percent to $719 million.
Lara O'Reilly, "Coke Great Britain sales impacted by shift to smaller bottles", Marketing Week, April 15, 2014, © Centaur Communications Ltd
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