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Coke’s Brand Incubator To Undergo Major Restructuring

December 7, 2018: 12:00 AM EST
Scott Uzzell, president of Coca-Cola’s Venturing and Emerging Brands (VEB) business, outlined in a December 4 memo several organizational changes to take effect in January. The changes, including some staff shifts, will “sharpen our focus” related to the current marketing strategy and accelerate the growth of its beverage portfolio. VEB’s role – “futurist, investor, incubator and integrator“ – is to spot the right trends, invest in them, incubate them “and, finally, help integrate them into our broad business system.” With that in mind, VEB will create several new business units that will nurture acquired brands: imported mineral water brand Topo Chico and coconut water maker Zico will move into the Still Business Unit; Hansen’s and Blue Sky Beverage Company will move to the Sparkling Business Unit; and Hubert’s Lemonade and VEB’s Natural Channel Sales Team will be folded into the Minute Maid Business Unit based in Texas. Other brands – Fairlife, Suja, and BodyArmor – will not be affected.
Martín Caballero, "Coca-Cola VEB Set to ‘Sharpen Focus’ on Incubation in 2019", BevNET.com, December 07, 2018, © BevNET.com
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