Henrique Braun “is an American citizen who was born in California and raised in Brazil.” He's also currently executive vice president and COO of Coca-Cola and will become the beverage giant’s new CEO effective March 31.
Observers were quick to note the emphasis on Braun’s US citizenship in the company’s official announcement last month, as Coca-Cola navigates a complex mix of “America First” policies, agricultural trade disputes, and strained diplomatic relations between Washington and Brasília. Last summer, the company said it would release a version of its flagship cola made with cane sugar after US President Donald Trump praised it as more “real” and “just better” than high-fructose corn syrup.
While Braun is, indeed, a real American, proving himself a better chief executive than his current boss will be a formidable challenge. Over his nine-year tenure, James Quincey has steered investment toward fast-growing product lines, and added several billion-dollar brands to the roster, halved Coke’s brand count, and successfully reintroduced the company to alcoholic ready-to-drink beverages.
Under his leadership, Coca‑Cola has consistently outpaced rival PepsiCo, Coke’s flagship drink holding the top‑selling spot in the US while Sprite has climbed past Pepsi to secure the No. 3 position behind Dr Pepper. The change at the top follows a third‑quarter report in which net revenues grew 5% to $12.5 billion.
Still, the leadership change comes as Coca‑Cola, which will turn 140 in May, faces headwinds.
Soda sales, while still accounting for a significant portion of revenues, are flat among key demographics. Demand is subdued not only in the US and Europe, but in India, China, and other markets where consumers are shifting to local products. The group is also under increasing scrutiny as packaged-food firms adjust their strategies to meet consumer demand for healthier drinks and snacks.
No longer competing solely with Pepsi, Coca‑Cola now faces rivals on multiple fronts.
