Meet the markets: introducing the Philippines



At Coca-Cola Europacific Partners, we serve over 2.1 million customers across 31 countries. Our CCEP Meet the markets series shines a spotlight on our great teams across the regions in which we operate.

This month we completed the acquisition of Coca-Cola Beverages Philippines Inc. (CCBPI), jointly with Aboitiz Equity Ventures. So what better place to visit for the next edition of Meet the markets.


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The Philippines is the second most populous country in Southeast Asia after Indonesia, with 117 million people. It has a young population, and a fast growing middle class.

It was the first market outside the Americas to sell Coca-Cola, which has been sold locally for 112 years.

At CCBPI, we have almost 9,000 highly engaged employees, who call themselves “Coke Tigers”. We also won the 2019 Candler Cup - a competition run by The Coca-Cola Company, designed to recognise the best Coca-Cola bottler globally. They have also won two Asia Pacific Execution Cups – the regional semi-final for the main Candler Cup.


Our employees are spread across the 7,100+ islands in the country, including at 18 manufacturing plants and 39 distribution centres. Our support centre is located in Bonifacio Global City, Taguig Metro Manila.

We have also made a number of investments in our sites in recent years, including new lines for cans, Tetra Pak, and Returnable Glass Bottles (RGB). In 2019, we also invested in new trucks.

Production lines

Manufacturing plants

Distribution centres


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The soft drinks category in the Philippines is valued

at €8 billion and is growing further. We are a total beverage

company offering a wide range of products - ensuring that we

have an offering across multiple occasions for our Filipino consumers.

We do this through our 20 loved brands, including many core

products like Coca-Cola, Sprite, Monster and Fuze Tea.


We also have products that are unique to the Philippines,

including Wilkins and Royal. Our three best selling products

are Coca-Cola Original Taste, Wilkins and Royal.


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Our largest channel is traditional trade, which is composed of 1.2 million sari-sari stores (SSS). Sari-Sari stores are small local provision stores that serve the local community. We are able to serve these stores through our extensive route to market.

We serve over 120,000 customers, who in turn cover 93% of SSS. We also serve modern trade both directly and indirectly, and we cover 32,000 modern trade customers - mostly made up of supermarket chains and convenience stores.

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We have two peak seasons in the Philippines. First, as a tropical country we have a scorching hot summer. Coca-Cola is the perfect drink for a hot summer day - it's the drink that Filipinos will have on their table as part of any summer celebration. 

The second is Christmas, which is a massive holiday in the Philippines. We love big celebrations and there is no bigger celebration than Christmas spent together with family and friends, over an extended period of time - Christmas carols start playing as early as September! Again, Coca-Cola is widely consumed over this season, making this period a key selling moment for us.

Here are a number of traditions we observe during the Christmas season:

  • Belén, which sees colourful nativity scenes depicting the birth of Jesus Christ displayed on houses and buildings.
  • Simbang Gabi is a popular Christmas tradition unique to the Philippines, where people attend church for nine consecutive days from December 16th to 24th. It culminates with a mass on Christmas Eve.

Regional fiestas are a renowned tradition of the Philippines every summer, and sit at the heart of our culture. They are held in almost every town and province across the country, and celebrate a range of things including patron saints, ethnics traditions, and important local milestones. Examples include:

  • Sinulog Festival (Cebu): Involves a parade, fireworks, a beauty pageant. There is also a re-enactment of Ferdinand Magellan offering the statue of Sto. Niño to Raja Humabon and Hara Amihan to highlight the religious significance of the festival and commemorates the Christianization of the Philippines.
  • Ati-Atihan Festival (Kalibo, Aklan): Traces back to the Barter of Panay, where Aeta people received gifts from Malay chieftains who found refuge on Panay Island in the 13th century.
  • Dinagyang Festival (Iloilo): Dagyang (Hiligaynon) stands for “merrymaking.” It commemorates the feast of Sto. Niño with lively street parades and cultural performances

Our products play a key role in these celebrations. Coca-Cola Original Taste in particular has been a part of these celebrations for many years, and has become a staple beverage in many of these traditions.



Carbonated Soft Drinks




Stills (includes juice, tea, energy, dairy and sports)


We have a strong sustainability focus, particularly in returnables (packs that can be returned to be used again). Approximately 50% of our business is in Returnable Glass Bottles (RGB) and we are continuously growing this. On energy, in 2020, we installed 14,000 solar panels in our plants in Davao del Sur, Bacolod and Misamis Oriental. There are 12,000 more underway at the Zamboanga and Sta. Rosa plants.

Find our more about our other sustainability initiatives below:




We are continuing to make progress on gender diversity, building capabilities for all and creating opportunities for development. We seek to promote even more women to leadership positions. Between 2019 and 2022 we have increased our women in leadership from 21 to 108. We recognise we still have work to do, but are proud of our progress to date.

We aim to put the spotlight on our female leadership particularly in manufacturing, where women are often underrepresented. Now, for the first time in our 112 year history in the Philippines, nearly half of our plant managers are women.


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The Philippines experiences an average of 37 typhoons each year, as well as 100 earthquakes. We have been at the forefront of disaster and climate response, providing support to help affected communities:

  • In January 2020 we distributed over 90,000 litres of products to affected communities during the Taal Volcano eruption
  • In December 2021 we distributed over 60,000 litres of Wilkins drinking water during Typhoon Odette. We also allocated a 5 million Philippine peso (equivalent of over 80,000 euros) disaster relief fund for our associates who were affected by the typhoon.
  • In July 2022 we distributed over 9,450 litres of Wilkins during an earthquake that heavily damaged the Abra area in July 2022


Coca-Cola has been sold in the Philippines for over 112 years. In that time, we have seen the business grow and prosper through many chapters of our history. We are now entering what feels like a historic chapter with the transition and integration of our amazing business with CCEP and Aboitiz. Our teams across the Philippines are really excited to be joining the CCEP family.

As for the Philippines, we see amazing opportunities, growth with our customers, growth for our people, done sustainably. Now more than ever, we absolutely believe our best days remain ahead of us and I speak on behalf of our 9,000 dedicated associates who work tirelessly to Refresh the Philippines and Make a Difference. Mabuhay!

Gareth McGeown

Chief Executive Officer and President , Coca-Cola Beverages Philippines Inc.