About us


Academic Programmes



Conferences & Events



Content Hub

Contact Us

Coca-Cola on its Journey to be a Total Beverage Company

In 2017, James Quincey, the president and CEO of Coca-Cola unveiled the company's new strategy to become a total beverage company.

By reshaping its growth strategy and operating model in line with changing consumer tastes and buying habits, it transitioned from just being known for its iconic Coca-Cola brand, to a company intent on maintaining consumer relevance by providing people with the drinks they want.​

As part of this journey, Coca-Cola is rethinking many of its drinks and package sizes around the world to reduce calories. They are making their low and no sugar drinks more visible, available and affordable so you can find them in more places when you want them. They are introducing new packaging which reduces portions as they combine scientific research with the changing tastes and dietary preferences of their consumers. 

Luis Avellar, the general manager for Coca-Cola's South African franchise, will unpack what this means for the company and its many stakeholders, and how they are managing this shift in a strategic direction.


Luis Avellar was appointed as the general manager (GM) for the South African franchise of its operations, in March 2019. In this role, Luis will lead the Coca-Cola system in South Africa, Swaziland and Lesotho, working closely with bottling partners Coca-Cola Beverages South Africa and Coca-Cola Peninsula Beverages. 

A franchise GM with 17 years' experience at The Coca-Cola Company, Luis comes to South Africa from Brazil where he was the general manager for the Southern Brazil franchise region.  In this role, he developed a joint strategic team, partnering with the largest bottler in Brazil, Coca-Cola FEMSA. He was also part of the Ronald McDonald House Charities Brazil Board of Directors representing Coca-Cola.

Luis joined Coca-Cola Brazil in 2002 in the finance function, where he gained experience through a number of finance and planning roles. In 2011, he started shaping his leadership skills as a strategic planning director. Luis then moved from Rio to São Paulo as market development director for the Coca-Cola FEMSA territory in 2013, before taking on the role of key accounts director in early 2016, where he gained critical customer experience.  He then led the Southern Brazil Operations as the GM since January 2017. 

Luis holds a Bachelor's degree in Economics as well as a Post Graduate degree in Finance from Rio's Pontificia Universidade Católica.

Additional Info:

Registration: 17:45

Starts: 18:00

Ends: 19:30

A light supper will be served after the event.

Want to attend but can't afford to? email for one of the limited free seats available.

Please note: GIBS forums are filmed for further distribution to City Press and BDTV.

Related articles on
Management and Leadership Excellence
Cancellation Policy:


We are processing your request, please be patient.