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People Think Coca-Cola Only Makes Money From Coca-Cola Beverages, but Half of Its Business Comes From Somewhere You Might Not Expect

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People Think Coca-Cola Only Makes Money From Coca-Cola Beverages, but Half of Its Business Comes From Somewhere You Might Not Expect

Coca-Cola (KO 0.20%) has some of the greatest brand prestige in the world. That’s one reason why Warren Buffett has said that he will never sell its stock, and it’s the reason the company can charge premium prices for drinks that are similar to those sold by its competitors.

But if you think Coca-Cola makes most of its business from selling Coke-branded beverages, you’d be mistaken.

Much more than Coke

Coca-Cola’s core brand is the Coca-Cola in the red-labeled bottles or cans that you’re certainly familiar with. It offers various takes on that trademark brand, such as Diet Coke and Cherry Coke, and it often comes up with new and limited-time flavors. These Coke products account for a large percentage of the company’s total volume — but not a majority.

People Think Coca-Cola Only Makes Money From Coca-Cola Beverages, but Half of Its Business Comes From Somewhere You Might Not Expect

People Think Coca-Cola Only Makes Money From Coca-Cola Beverages, but Half of Its Business Comes From Somewhere You Might Not Expect

So where does the majority of its business come from? Coca-Cola actually owns about 200 brands. It had owned about double that amount before the pandemic, but in recent years, it restructured and cut out a raft of underperforming brands that were eating up resources while accounting for low sales volumes.

Unlike rival PepsiCo, which has categories besides beverages, Coca-Cola deals strictly with drinks. However, Coca-Cola has several beverage categories: trademark Coca-Cola; other sparkling drinks; water, sports, coffee, and tea; and juice, value-added dairy, and plant-based drinks. It also has an “emerging beverages” category.

It would be easy for consumers to overlook that Coca-Cola owns so many of the brands that are going into their shopping carts. Among the other carbonated beverage brands in its portfolio are Fanta, Sprite, and Fresca. Vitamin Water and Powerade are some of its water and sports drink brands, and its juice and dairy names include Minute Maid and Fairlife. Among these brands, 26 are powerhouses in their own rights, each bringing in more than $1 billion in revenue annually.

A cola by any other name

The company doesn’t break down those categories’ sales by revenue, but by unit volume. Management explains in its filings that although total revenue isn’t directly based on unit volume, it’s an important indicator because it provides a clearer picture of consumer demand. In other words, total revenue is partially determined by pricing and partially by volume. The volume piece is the one that tells you what customers are buying.

In total, trademark Coca-Cola accounted for 46% of unit volume in 2022, and only 44% in the U.S.

Coca-Cola North American segment market share. View pictures in App save up to 80% data.
Image source: Coca-Cola.

Taken together, the other brands account for the majority of total unit volume. As strong as the Coke brand is, the company still relies on drinks like Fresca and Dasani to support its high sales volume and maintain its position as the top global beverage company.

But don’t underestimate the importance of pricing power. Coca-Cola reported an 8% year-over-year sales increase in 2023’s third quarter, but its unit case volume was only up 2%. Many companies reported similar revenue increases in the same period as they raised prices to compensate for rising costs.

Trademark Coca-Cola likely accounted for a high percentage of the revenue increase. Since the company can charge premium prices for this brand, it could still account for half or more of total revenue.

Why this is good for business

Coca-Cola puts a lot of effort into maintaining its trademark brand power, but it needs these other brands to keep its dominant position in the beverage market. In some regions, Coca-Cola enjoys extremely high brand recognition and accounts for more of the volume mix. In Latin America, for example, it’s 57%. However, it only accounts for 33% in the Asia Pacific region.

Some of its newer brands are generating its highest growth. For example, Fairlife volumes increased by double-digit percentages annually for the past eight years. Coca-Cola identifies acquisition targets that will diversify its portfolio of brands and allow it to reach more customers in regions where people are looking for different kinds of beverages. The company can usually absorb new brands with high efficiency by leveraging its vast, unmatched distribution network. That brings in more sales with strong margins.

It’s a robust business cycle. Sales of its core trademark Coca-Cola drinks bring in tons of reliable cash, and the company uses that cash to purchase higher-growth brands whose sales trickle down to strengthen the bottom line. It also uses a large portion of its cash to reward shareholders with its storied dividend, creating shareholder satisfaction and confidence. It’s no wonder Warren Buffett is such a huge fan.

The Business Diary magazine is a comprehensive publication that centers around business and economic development news. It covers a wide range of topics including finance, mining, technology, environment, climate finance, and agriculture. With its focus on providing valuable insights and updates, the magazine caters to readers who are interested in staying informed about the latest developments and trends in the business and economic landscape of Zimbabwe.

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Zimbabwe’s Investment Agenda Enters a New Chapter as Tagwirei Takes Economic Development Portfolio

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Zimbabwe’s Investment Agenda Enters a New Chapter as Tagwirei Takes Economic Development Portfolio

The swearing-in of Kudakwashe Tagwirei as Minister of Economic Development and Investment Promotion places investment mobilisation, industrial expansion and the conversion of economic potential into tangible results at the centre of a newly defined government portfolio.

Zimbabwe’s economic development agenda entered a new phase on Monday, 12 October 2026, when President Emmerson Mnangagwa swore in Senator Dr Kudakwashe Regimond Tagwirei as Minister of Economic Development and Investment Promotion at State House in Harare. The ceremony followed the President’s appointment of Tagwirei to the portfolio on 9 October, alongside the reassignment of Professor Mthuli Ncube to the standalone Ministry of Finance.

The reorganisation separates economic development and investment promotion from the Finance Ministry, creating a distinct ministerial portfolio whose mandate places the attraction of capital, the advancement of economic activity and the implementation of national development priorities at the forefront.

For Zimbabwe, the significance of this change will ultimately depend on how effectively the new ministry translates national ambition into commercially viable projects, productive industries and improved economic opportunities for citizens.

From investment interest to investment delivery

Zimbabwe is not starting from a blank slate. The country has substantial mineral resources, agricultural potential, an established industrial base, a strategic position within Southern Africa and opportunities to expand regional trade.

The challenge has been to convert these advantages into a larger and more diversified productive economy.

According to figures reported by the Zimbabwe Investment and Development Agency (ZIDA), the country approved 378 investment licences valued at more than US$3 billion during the first half of 2026. Mining and manufacturing accounted for significant portions of the investment pipeline. These figures reflect approved investment proposals, however, and should not be confused with capital already deployed or projects fully operational.

This distinction is central to the new ministerial assignment.

An investment licence is an important first step, but its economic value becomes tangible when financing is secured, construction begins, equipment is installed, production starts and workers are employed.

The opportunity before Minister Tagwirei is to help strengthen the systems that move projects through these stages. Closer coordination between investment agencies, regulators, local authorities, financial institutions and infrastructure providers could help investors navigate approval processes, resolve implementation bottlenecks and bring viable projects to market more efficiently.

Such an approach would shift the national conversation from the value of investment announced to the value of investment realised.

A mandate aligned with Vision 2030

The appointment comes as Zimbabwe implements the National Development Strategy 2 (NDS 2), covering 2026–2030. The strategy seeks to accelerate progress towards the country’s ambition of becoming a prosperous and empowered upper-middle-income society by 2030. It emphasises economic transformation, infrastructure development, agricultural productivity, innovation, job creation and stronger international economic engagement.

This framework provides a clear context for the new ministry.

Economic development is not simply a matter of attracting more money into the country. It involves directing investment towards activities that expand productive capacity, strengthen domestic supply chains, increase exports and create sustainable employment.

For Minister Tagwirei, alignment between investment promotion and NDS 2 could provide an opportunity to connect national priorities with the commercial interests of domestic and international investors.

The most consequential investments will be those that create enduring economic value: factories that manufacture locally, mines that develop downstream processing capacity, agricultural enterprises that support agro-processing, and infrastructure projects that reduce the cost of doing business.

The task is to ensure that investment serves as a catalyst for broader economic transformation rather than remaining an isolated collection of individual projects.

Industrialisation: unlocking value beyond raw materials

Zimbabwe’s natural resource endowment presents an important opportunity for economic expansion, particularly when extraction is linked to domestic processing and manufacturing.

In mining, this means creating stronger connections between mineral production and downstream industries. In agriculture, it means moving further along the value chain, from primary production towards food processing, packaging, storage and export-ready products.

The potential benefits extend beyond the industries themselves. A growing manufacturing sector can create demand for transport, engineering, maintenance, packaging, financial services and professional expertise.

For smaller enterprises, stronger domestic value chains can create opportunities to supply larger businesses, participate in procurement programmes and expand into new markets.

The ministry can contribute by helping to coordinate investment opportunities across these interconnected sectors, identifying gaps in industrial capacity and supporting the development of projects with credible commercial prospects.

Energy reliability, transport infrastructure, access to finance and predictable regulation will remain critical to this process. Investment promotion is most effective when the environment in which investors operate supports production, competitiveness and long-term planning.

Building investor confidence

Investment decisions are influenced by more than the availability of natural resources or the size of a potential market. Investors also consider policy consistency, currency and financial risks, the predictability of regulations, the enforceability of contracts and the transparency of public institutions.

Zimbabwe’s ability to attract sustained investment will therefore depend on continued efforts to strengthen these fundamentals.

A credible investment-promotion programme must communicate opportunities clearly while providing investors with reliable information, consistent administrative processes and confidence that published rules will be applied fairly.

It must also demonstrate that investment opportunities are accessible to a broad range of legitimate participants, from major international institutions and regional investors to Zimbabwean entrepreneurs and smaller domestic businesses.

For the new minister, building confidence will require engagement across the investment community and close coordination with the institutions responsible for economic policy, regulation and implementation.

This is particularly important as Zimbabwe seeks to deepen regional trade, attract new productive capital and strengthen its position within African and global value chains.

The international investment community will judge progress not only by the announcements made by government, but also by the consistency of policy, the transparency of processes and the results delivered on the ground.

The significance of business leadership in public service

Tagwirei enters the portfolio with a background in business, including interests associated with Sakunda Holdings across sectors such as energy and agriculture. His experience in the commercial environment may offer familiarity with the practical considerations involved in operating businesses, mobilising resources and assessing investment opportunities.

That experience could be relevant to a portfolio concerned with the relationship between policy and enterprise. Understanding the challenges faced by investors can help inform discussions about project financing, infrastructure constraints, regulatory procedures and the conditions required for commercial activity to expand.

However, public office carries responsibilities that differ fundamentally from those of private enterprise. The ministerial role requires decisions to serve the national interest, with public confidence supported by accountability, transparent procedures and the consistent application of the law.

The opportunity is to apply commercial understanding within a framework of public service, ensuring that investment promotion is conducted in a manner that strengthens confidence in Zimbabwe’s institutions and supports fair economic participation.

For a country seeking to expand its investment base, the credibility of the process is as important as the opportunities being promoted.

What could this mean for Zimbabwean businesses?

A more effective investment-promotion framework could have benefits that extend well beyond large corporations.

For small and medium-sized enterprises, new industrial and infrastructure projects can create opportunities to supply goods and services, develop specialist capabilities and establish longer-term commercial relationships.

For farmers, investment in processing, storage, logistics and agricultural technology can help improve market access and reduce losses along the supply chain.

For young people entering the labour market, new productive enterprises can create demand for technical skills, professional services and entrepreneurship.

For established manufacturers, a more predictable business environment can support decisions to expand capacity, upgrade equipment and develop new products.

These outcomes are not automatic. They depend on the quality of investment, the strength of local supply chains, the availability of skills and the ability of businesses to compete. Nevertheless, they provide a practical way of assessing whether investment promotion is delivering benefits beyond headline figures.

The public interest lies in ensuring that economic growth generates opportunities across sectors, provinces and communities.

The priorities that will define the next chapter

As the ministry begins its work, several priorities are likely to be central to its contribution to the national development agenda.

First, converting approved investments into operating projects. Greater attention to implementation milestones, project financing and the removal of administrative bottlenecks could help narrow the gap between investment approvals and realised capital.

Second, strengthening coordination across government. Investors often require decisions and services from several institutions. Better coordination can help reduce uncertainty and improve the experience of doing business.

Third, prioritising productive and export-oriented investment. Projects that expand manufacturing, support mineral beneficiation, strengthen agro-processing and develop competitive services can contribute to diversification and foreign-exchange generation.

Fourth, broadening participation in economic growth. Local suppliers, small businesses, young entrepreneurs and skilled professionals should have opportunities to participate in the commercial activity generated by new investments.

Fifth, strengthening transparency and accountability. Clear investment criteria, predictable regulations and measurable performance indicators can help demonstrate that opportunities are being pursued in the national interest.

Together, these priorities offer a practical framework for translating the ambitions of NDS 2 into measurable economic outcomes.

Measuring success by results

Minister Tagwirei’s appointment creates an opportunity to sharpen the focus on investment delivery and economic development. The scale of that opportunity should not obscure the complexity of the task.

Zimbabwe’s economic prospects will be influenced by domestic policy choices, global market conditions, access to finance, infrastructure capacity and the competitiveness of local industries. No single ministry can resolve all these challenges independently.

The new portfolio can nevertheless play an important coordinating role by bringing investors, government institutions and productive sectors around a common set of national priorities.

Over time, progress should be assessed through evidence: the amount of investment actually deployed, projects completed, productive capacity added, exports generated, businesses supported and sustainable jobs created.

These are the indicators that connect economic policy to the lived experience of Zimbabweans.

A new chapter, with results to deliver

President Mnangagwa’s decision to establish a distinct economic development and investment promotion portfolio places renewed emphasis on the relationship between investment, production and national development.

For Tagwirei, the immediate task is to turn that mandate into a clear programme of action, working with government institutions and the private sector to improve the conditions for productive investment.

The opportunity is significant. Zimbabwe has resources to develop, agricultural potential to unlock, industries to expand and entrepreneurs capable of creating new enterprises. Converting these strengths into sustained prosperity will require sound policy, effective institutions, investor confidence and consistent implementation.

The measure of this new chapter will not be the appointment itself, but what follows: investments realised, industries strengthened, opportunities expanded and economic value created for the nation.

For Zimbabwe, that is the promise against which the work of the Ministry of Economic Development and Investment Promotion will be judged.

Editorial note: This article is based on publicly reported appointment and swearing-in details, published investment-approval figures and Zimbabwe’s NDS 2 development framework. Projections concerning the ministry’s potential impact are analysis, not claims that those outcomes have already been achieved.

The Business Diary – Telling Zimbabwe’s Business Story | “We Mean Business”

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ZSE and NVCCZ Forge Strategic Partnership to Build Venture-Backed SME Pipeline for ZEEX

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ZSE and NVCCZ Forge Strategic Partnership to Build Venture-Backed SME Pipeline for ZEEX

Harare, Zimbabwe – June 2026 – In a significant development for Zimbabwe’s entrepreneurial and capital markets ecosystem, the Zimbabwe Stock Exchange (ZSE) and the National Venture Capital Company of Zimbabwe (NVCCZ) have signed a Memorandum of Understanding (MOU) aimed at creating a structured pathway for startups and small-to-medium enterprises (SMEs) to access capital markets through the Zimbabwe Entrepreneurship Exchange (ZEEX).

The partnership marks a major step toward bridging the gap between venture capital financing and public market participation, providing entrepreneurs with a clear roadmap from startup funding to long-term growth and investment opportunities.

Creating a Growth Journey for Zimbabwean Enterprises

Historically, venture capital funding and capital markets have operated independently, leaving many promising businesses without a clear route to scale beyond their initial funding stages. Through this partnership, ZSE and NVCCZ seek to change that by establishing a continuum of support that combines financing, governance, compliance readiness, and market access.

The collaboration will focus on identifying high-potential startups and SMEs already supported by NVCCZ and preparing them for eventual participation on ZEEX, Zimbabwe’s newly approved digital capital market platform.

Key Areas of Collaboration

1. Pipeline Development

The two institutions will jointly identify venture-backed businesses with strong growth potential and develop structured graduation pathways that guide them from early-stage financing to public capital market participation. Clear eligibility standards and quality benchmarks will be established to support this transition.

2. Co-Financing and Blended Finance

The partnership will explore innovative financing models that combine venture capital and public market funding. This includes co-investment opportunities and blended finance mechanisms that leverage both public and private sector capital to accelerate business growth.

3. Capacity Building

Recognising that access to capital alone is not enough, the partners will offer training programmes focusing on corporate governance, financial reporting, investor readiness, and compliance with ZEEX listing requirements. Selected enterprises will also receive advisory support to strengthen their readiness for market participation.

4. Market Development

Joint awareness campaigns, investor roadshows, SME financing conferences, and sector-specific financing platforms will be developed to deepen understanding of capital market opportunities among entrepreneurs and investors alike.

5. Product Innovation

The agreement also opens the door for the development of innovative financial products tailored to growth-stage businesses, including SME bond programmes, sustainability-linked instruments, structured SME funds, and alternative digital listing platforms.

Strengthening Zimbabwe’s Entrepreneurial Ecosystem

Speaking on the partnership, ZSE Holdings Group CEO Justin Bgoni highlighted the importance of creating a structured connection between venture capital and public markets.

He noted that entrepreneurs receiving venture capital support can now see a credible pathway toward public market participation from the outset, providing greater certainty and long-term planning opportunities.

NVCCZ Chief Executive Officer Tinotenda Kambasha described the partnership as a milestone for Zimbabwe’s innovation ecosystem, emphasizing that successful venture investing requires support throughout the entire growth journey of a business.

According to Kambasha, the collaboration will provide venture-backed enterprises with strategic exit opportunities while promoting investor participation, improving liquidity, and enabling the recycling of capital into future generations of innovative Zimbabwean businesses.

What This Means for Zimbabwe

The partnership arrives at a critical time when Zimbabwe is seeking new ways to stimulate entrepreneurship, attract investment, create employment, and accelerate economic growth.

By connecting startups, SMEs, investors, venture capital providers, and the capital markets through ZEEX, the initiative is expected to strengthen financial inclusion, support business formalisation, and create sustainable pathways for enterprise growth.

As ZEEX moves closer to full operationalisation, the growing number of institutional partnerships being secured by ZSE demonstrates increasing confidence in the platform’s potential to transform how Zimbabwean businesses raise capital and how investors participate in the country’s economic development.

For entrepreneurs and investors alike, the ZSE-NVCCZ partnership represents an important step toward building a more vibrant, innovative, and investment-ready Zimbabwean economy.

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A Leader’s Next Chapter: Justice Matsatsira Appointed to the Board of Directors of Manica Diamonds Football Club

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A Leader's Next Chapter: Justice Matsatsira Appointed to the Board of Directors of Manica Diamonds Football Club

The Business Diary proudly celebrates a significant milestone in the professional journey of its Chief Executive Officer and Publisher, Justice Matsatsira, following his appointment to the Board of Directors of Manica Diamonds Football Club.

This prestigious appointment reflects Mr. Matsatsira’s growing influence as a business leader, strategist, and advocate for sustainable institutional growth. It is a recognition of his unwavering commitment to excellence, visionary leadership, and his continued contribution to Zimbabwe’s economic and social development.

Over the years, Justice Matsatsira has established himself as a respected voice within Zimbabwe’s business community. Through his leadership of The Business Diary, he has played a pivotal role in promoting entrepreneurship, fostering dialogue on economic development, and providing a platform that highlights business opportunities, innovation, and thought leadership across various sectors.

His appointment to the Manica Diamonds Football Club Board comes at a time when football clubs are increasingly embracing professional governance structures and strategic leadership to drive long-term success both on and off the field. Mr. Matsatsira brings with him extensive experience in business development, corporate communications, stakeholder engagement, and strategic management—qualities that will undoubtedly add value to the club’s vision and future aspirations.

Speaking on the significance of leadership, Justice Matsatsira often emphasizes that true leadership is measured not by title, but by impact.

“Leadership is not about position. It is about impact, influence and inspiration.”

This philosophy has guided his professional journey and continues to shape the way he approaches business, community development, and organizational growth.

At The Business Diary, we view this appointment as more than a personal achievement. It is a reflection of the confidence that institutions place in leaders who consistently demonstrate integrity, professionalism, and the ability to deliver meaningful results. We are confident that Justice Matsatsira’s strategic insight and commitment to excellence will contribute significantly to the continued growth and success of Manica Diamonds Football Club.

As he embarks on this exciting new chapter, we extend our heartfelt congratulations and best wishes. We celebrate not only the achievement itself, but the leadership, dedication, and vision that made it possible.

Congratulations, Justice Matsatsira, on your appointment to the Board of Directors of Manica Diamonds Football Club. May this new role bring continued success and create even greater opportunities to inspire positive change.

 

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