What is "total beverage company"? And how does it relate to Coca‑Cola?

In 2017, The Coca‑Cola Company announced the “total beverage company” initiative to respond to changing consumer tastes, needs and buying patterns. Becoming a Total Beverage Company means adding more drink options to our portfolio, which allows our fans to enjoy more of the drinks they want in the packages that suits their lifestyle. This includes adding flavoured and sparkling waters, drinks with natural sweeteners, fewer ingredients, added nutritional benefits, less sugar, and bringing smaller package sizes into the market.

The Total Beverage Company strategy will allow for more innovation, introduce new brands to Canada andgives people choice. No matter who you are or what your favourite beverage is, there’s a drink for you! This year, Coca‑Cola Canada will introduce more than 20 new beverages across our portfolio. 

“We’re listening carefully and working to ensure that consumers are firmly at the center of our business, so we can continue to grow responsibly. If we embrace where the consumer is going, our brands will thrive and our system will continue to grow.”

- James Quincey, Chief Operating Officer, The Coca‑Cola Company