Coke Ready-to-Think about Next Stage in Bev Alc

Dear Client: At the CAGNY Conference last year, Coca-Cola chief James Quincey remarked that their bev alc strategy was in “the very experimental stage.”  He said, back then, that Coke doesn’t need “extra hobbies,” they “need extra things that are material at scale.”  And to determine the materiality of this bev alc endeavor, James said they’ve set up “milestones,” broadly explaining that “If I can get to X, then I believe it’s worth doing the next stage,” and so on,