With a portfolio of more than 500 beverage brands that offer more than 3,500 beverages, The Coca-Cola Co., Atlanta, has expanded greatly since its first product 125 years ago. But even with this vast portfolio, The Coca-Cola Co. continues to search for what new trends are taking place in the beverage industry and the company stays on top of it with its Venturing and Emerging Brands (VEB) business unit.
“In the four years since the VEB team was formed, we have created an exciting portfolio of brands developed by external entrepreneurs, imported to the U.S. and crafted from scratch,” says Deryck van Rensburg, president and general manager of VEB for Coca-Cola North America.