Coca-Cola announces its re-entry into the Cuban market

Posted: 25-Sep-15 13:07

After years of strictly forbidden import to the island, Coca-Cola is making a come-back to Cuba. Only a few months into the re-establishment of diplomatic ties between Washington and Havana the popular U.S. drink is preparing ahead of their arrival to Cuba via s Fomento Economico Mexicano (FEMSA), the main multinational bottling company for Coca Cola.

Coca-Cola announces its re-entry into the Cuban market

It has been a moment long awaited by Coca-Cola after years of isolation from the island since the world’s most easily recognisable beverage brand exited the country in the 60s. But it’s definitely happening now, Coca-Cola is set to return to Cuba very soon and it will do so at the hands of FEMSA, a Mexican company that acts as Coca-Cola’s main bottling company.

Jose Antonio Fernandez, FEMSA’s CEO, revealed:

"We’re entering Cuba with Coca-Cola, Cuba’s Coca-Cola will be FEMSA’s”

This is all part of the Mexican company’s ambitious plans for the short, medium and long-term with the opening of new markets around the world. Besides Cuba, FEMSA is also targeting other countries in Central America.

In fact, by 2040 FEMSA wants to be present in 15 to 20 countries with a different business to what it has now.
Mr Fernandez further explained:

"By that time, Coca-Cola would be 20% of our business and we’d be more focused in other projects, perhaps food or food design with technology."

This marks yet another significant step brought about by the thawing of relations between the U.S. and Cuba, something that would be unimaginable just a few months back.


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