Coca Cola announces leadership change and strategic acquisition in alcohol RTD category

The Coca Cola Company has unveiled two major developments as it strengthens its position in the fast-growing alcohol ready-to-drink (ARTD) market.

The company announced the appointment of Paula Costa as the new president of its Emerging Category division, where she will oversee the development of the company’s global ARTD portfolio.

Costa, who will join Coca Cola 1 January 2025, succeeds Khalil Younes, who is leaving the company to pursue other opportunities. Younes has had an extensive career at Coca‑Cola, including a central role in building the company’s ARTD portfolio.

Costa joins from Switzerland-based bottler Coca‑Cola HBC, where she has most recently served as group director, premium spirits. She has led distribution partnerships with international premium spirits brands, including Brown-Forman, Edrington Group and Bacardi. She has overseen the regional marketing team for Finlandia vodka in CCH territories, which was acquired in 2023.

Costa’s career has included roles across Europe and Latin America. She joined CCH in 2021 from Diageo, where she was vice president of marketing for Paraguay, Uruguay, Brazil and duty-free borders. She worked for Diageo from 2019 to 2021 and oversaw a portfolio that included Johnnie Walker, Smirnoff, Tanqueray, Gordon ́s, Ypioca and Bailey’s.

From 2017 to 2019, she was with Electrolux in Latin America, where she led the region’s marketing for large appliances. From 2014 to 2017, she worked for L’Oreal, serving as chief marketing officer and general manager for the Luxury division in Brazil.

Earlier, she held roles with Samsung Electronics in Brazil and Unilever in Brazil and the UK.

Billson’s range

In a related move, Coca Cola also announced the acquisition of Billson’s, a well-known Australian ARTD brand. The acquisition, set to close on 31 January 2025, will add popular local products such as Vodka with Tangle, Vodka with Grape Burst, and Vodka with Portello to Coca Cola’s growing ARTD portfolio.

“We are excited to add Billson’s to our portfolio of Australian brands,” said Matthias Blume, Coca Cola vice president of marketing, ASEAN and South Pacific.

“This acquisition allows us to expand in the dynamic and growing alcoholic ready-to-drink category in Australia and aligns with our vision to provide a beverage for every occasion, always keeping the consumer at the centre of everything we do. Of course, we know that offering options with alcohol brings new responsibilities for us, and we take these seriously. Our Responsible Alcohol Marketing Policy determines how we responsibly go to market with alcohol brands.”

The current owners of Billson’s, Nathan and Felicity Cowan, will continue to produce their well-known cordial, soda, and beer range under a new brand name and to operate their hospitality business in Beechworth, Victoria, Australia.

Blume added that the Billson’s team has built the brand through innovative flavours and great-tasting drinks, creating a passionate community of “flavour chasers.”

“We are looking forward to expanding on those foundations and bringing great-tasting Billson’s products to even more Australians,” he said.

Coca‑Cola added that it has no current plans to expand Billson’s beyond Australia.