Dubai – Qahwa World
Henrique Braun, currently Chief Operating Officer, is set to become the new CEO of The Coca-Cola Company, succeeding James Quincey, effective 31 March 2026.
The leadership transition comes at a critical time for the US beverage giant as it grapples with the future of its Costa Coffee business, which it is reportedly considering selling at a deep discount.
Braun, who joined Coca-Cola in 1996, will take the helm following James Quincey’s successful tenure, which began in May 2017. Quincey, who is credited with adding more than 10 billion-dollar brands to the portfolio, will transition to the role of Executive Chairman. Quincey notably oversaw the landmark $4.9 billion acquisition of UK-based Costa Coffee in 2019, marking Coca-Cola’s entry into the global coffee and hot beverage markets.
However, the investment in the 4,200-store Costa business has not met expectations. In July 2025, Quincey acknowledged to investors that the investment “is not where we wanted it to be,” leading the company to explore a potential cut-price sale since August 2025.
Reports suggest that Coca-Cola is open to bids for Costa in the region of $2 billion—nearly a 60% markdown from the original purchase price. Named parties reportedly interested in the acquisition include US private equity firm Bain Capital (which backs Gail’s), TDR Capital (owner of Asda), and Centurium Capital (majority stakeholder of Luckin Coffee).
Braun’s career at Coca-Cola has included senior roles in supply chain, business development, and marketing. His previous presidential roles include Greater China & South Korea (2013-2016), the Brazilian business unit (2016-2020), and the Latin America region (2020-2022), before serving as President for International Development and then Chief Operating Officer in January 2025.
Coca-Cola stated that Braun’s immediate priorities will include exploring new global growth opportunities and leveraging technology to enhance business performance. The Atlanta-based company, which owns brands like Sprite, Fanta, Powerade, Minute Maid, and innocent, posted $47.1 billion in revenues in 2024 and operates in over 200 countries.
