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Brazilian Henrique Braun takes over global command of Coca-Cola after more than two decades at the company, in a phase marked by inflation, changes in consumption, smaller packaging, and portfolio expansion beyond traditional soft drinks
A Brazilian has been leading the global Coca-Cola since March 31, 2026. Henrique Braun assumed the position of CEO, after more than two decades at the company, amidst inflationary pressure, increased competition, and changes in consumption.
Brazilian at the helm of global Coca-Cola
Henrique Braun replaced James Quincey, who remained as executive chairman after eight years at the helm of Coca-Cola. The change marked the arrival of an executive linked to the multinational to the top position.
Born in the United States and raised in Brazil, Braun joined the company as a trainee in 1996. Throughout his career, he accumulated stints in Latin America, Europe, Asia, and North America.
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Before the promotion, he held the position of chief operating officer. In this role, he oversaw all global units, an experience that reinforced his role in Coca-Cola’s international structure.
His trajectory in Brazil also held weight. Between 2016 and 2020, he presided over the local operation and then assumed leadership of the Latin America division, an important region for the company’s business.
The choice was linked to his experience in different markets and his performance during a period marked by logistical challenges, changes in consumption, and high competitiveness in the beverage sector.
Strategy targets smaller packaging
As CEO, Braun reinforced the strategy of adapting to consumer behavior. The company seeks to maintain growth amidst declining soft drink consumption in some markets and inflation impacting family budgets.
One of the main bets is to expand smaller and more accessible packaging. This allows consumers to pay less per unit, even for a reduced volume, which can encourage frequent purchases.
The company prefers to adjust product sizes rather than resort to aggressive price promotions. This move has already been adopted in markets such as the United States and is part of the response to the current scenario.
Brazil maintains strategic role
Brazil remains among Coca-Cola’s main drivers in South America. The country is Coca-Cola FEMSA’s second-largest market and maintains strong participation in the operation’s results.
Recent data indicates revenue and volume growth in the Brazilian market, in addition to an increase in market share. This performance has helped sustain more solid results in the region.
Brazil’s progress also helps compensate for challenges faced in other markets. The local operation, presided over by Braun between 2016 and 2020, remains a relevant piece in the company’s regional structure.
Portfolio goes beyond soft drinks
Braun takes over with the proposal to continue initiatives implemented in the previous management. Under James Quincey, Coca-Cola expanded its portfolio to reduce dependence on traditional soft drinks and keep up with consumer choices.
The expansion included sugar-free beverages, coffee, milk, sparkling water, and energy drinks. These categories are expected to remain a priority in the new management, within a rapidly transforming market.
Upon taking office, Braun advocated for strengthening partnerships with bottlers and seizing opportunities. The guidance combines adaptation, sustainable growth, and global presence in a competitive sector.
With information from Diário do Comércio.
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