Celsius Holdings: European Energy Drink Market
Former Senior Executive at Coca-Coca Europacific Partners
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Celsius Holdings: European Energy Drink Market(November 6, 2024)
Former Senior Executive at Coca-Coca Europacific Partners
Interview Transcript
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Let's pivot to Europe, where your expertise lies. Could you compare and contrast the Coca-Cola versus Pepsi international distribution systems and strategies? What are the pros and cons? Also, could you provide a primer on where energy drinks are purchased in Europe? I assume convenience stores aren't 65% of sales in Europe. Please compare Coke and Pepsi and give a sense of where energy drinks are purchased in Europe today.
These figures are a bit outdated and vary depending on whether it's the northern or southern part of the country. Pepsi was originally stronger in the north, and Coke was stronger in the south. However, in Europe, on average, and specifically in the CCEP countries, there is typically a market share of over 60% to 70% in non-alcoholic beverages.
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