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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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NESZ 2026: A Convergence of Visionary Leaders Shaping the Future of Education in Zimbabwe

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NESZ 2026: A Convergence of Visionary Leaders Shaping the Future of Education in Zimbabwe

Zimbabwe stands at a defining moment in its education and development journey.

As the nation accelerates toward a knowledge-driven, innovation-led economy, the National Education Summit Zimbabwe (NESZ) 2026 emerges as a critical platform where policy, practice, and progress converge. Scheduled for 27–30 May 2026 at the Zimbabwe International Trade Fair (ZITF) Grounds in Bulawayo, this year’s summit promises to be the most impactful yet.

Under the theme

“From Policy to Practice: Driving Innovation & Investment in Zimbabwe’s Education System,”
NESZ 2026 brings together an exceptional lineup of speakers—leaders whose influence spans government, academia, industry, and global institutions.

A Powerhouse Line-Up of Speakers

This year’s summit features a distinguished assembly of policymakers and thought leaders at the forefront of Zimbabwe’s transformation agenda.

From government, the summit will host senior leaders responsible for shaping the country’s economic, education, and digital future, including:

  • Hon. Prof. Mthuli Ncube – Minister of Finance, Economic Development and Investment Promotion
  • Hon. Dr. Tatenda Mavetera – Minister of ICT, Postal and Courier Services
  • Hon. Prof. Paul Mavima – Minister of Skills Audit and Development
  • Hon. Edgar Moyo – Minister of Public Service, Labour and Social Welfare
  • Hon. Mangaliso Ndlovu – Minister of Industry and Commerce
  • Hon. Supa Mandiwanzira – Chairperson, Parliamentary Portfolio Committee on Primary and Secondary Education

Adding to this powerful policy voice is Hon. Dr. Frederick Shava, a seasoned diplomat and ambassador, bringing global perspective to Zimbabwe’s development discourse.

Leaders in Education, Innovation, and Human Development

Beyond government, NESZ 2026 features influential educationists, institutional leaders, and changemakers whose work continues to shape learning ecosystems:

  • Sr. Dr. Annah Theresa Nyadombo – Global safeguarding expert and education leader
  • Dr. Anna Moyo – Dean of Education, Midlands State University
  • Mr. Canaan Mpala – General Manager, TelOne Centre for Learning
  • Mr. Amos Guy Ngwarati – Headmaster, Wise Owl High School
  • Mr. Tim Middleton – Executive Director, Association of Trust Schools (ATS)

From grassroots education to higher learning and institutional leadership, these speakers bring a holistic perspective on the challenges and opportunities within Zimbabwe’s education system.

Champions of Empowerment and Enterprise

The summit also highlights leaders driving inclusive economic participation and community transformation:

  • Hon. Getrude Mutandi – Member of Parliament and Chairperson of the Parliamentary Portfolio Committee on Women Affairs, Community and SME Development

Her work, alongside others, underscores the critical link between education, entrepreneurship, and sustainable socio-economic growth.

What to Expect at NESZ 2026

NESZ 2026 is not just a conference—it is a strategic platform for action.

Participants can expect:

  • Policy-to-Practice Conversations

Engage directly with policymakers and decision-makers on how national education policies are being translated into real-world impact.

  • Innovation and Technology Showcases

Experience cutting-edge solutions in education, STEM, and digital transformation aligned with Zimbabwe’s Education 5.0 agenda.

  • Investment and Partnership Opportunities

Connect with investors, corporates, and development partners shaping the future of education and skills development.

  • Thought Leadership and Insight

Gain valuable perspectives from leading voices across education, government, and industry.

  • Networking and Collaboration

Build meaningful connections with educators, innovators, entrepreneurs, and policymakers from across Zimbabwe and beyond.

Why NESZ 2026 Matters

At its core, NESZ is about one thing: transformation.

It is about moving beyond conversations and into implementation.
It is about aligning education with industry, innovation, and national development.
It is about building a system that equips Zimbabweans not just to learn—but to create, lead, and compete globally.

With a speaker lineup of this calibre, NESZ 2026 is poised to spark the ideas, partnerships, and actions that will shape the next chapter of Zimbabwe’s education story.

Be Part of the Movement

📍 Zimbabwe International Trade Fair Grounds, Bulawayo
📅 27–30 May 2026

This is where education meets innovation.
This is where policy meets action.
This is where the future is built.

Register. Participate. Exhibit.

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66th ZITF Opens in Bulawayo: Botswana’s President Duma Boko to Headline ‘Connected Economies’ Fair

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66th ZITF Opens in Bulawayo: Botswana’s President Duma Boko to Headline ‘Connected Economies’ Fair

The 66th Zimbabwe International Trade Fair (ZITF) officially opens its gates today in Bulawayo Province, marking one of the most anticipated events on Africa’s business calendar.

Running under the theme “Connected Economies, Competitive Industries,” this year’s edition is expected to offer a powerful platform for Africa’s industrial heavyweights. The focus is clear: link manufacturing breakthroughs and digital transformations directly to global value chains.

High-Profile Opening

On Thursday, Botswana President Duma Boko will officially open the exhibition. His presence underscores growing regional cooperation and signals strong confidence in Zimbabwe as a trade and investment hub.

Organisers expect the fair to attract serious deal-making across sectors including manufacturing, technology, agriculture, and logistics.

Strong International Turnout

The numbers speak for themselves:

  • 485 direct exhibitors are taking part

  • 100 leaseholders (permanent or long-term exhibitors)

  • 46 international exhibitors

  • Representing 29 countries from Africa, Europe, Asia, and the Middle East

Full list of participating countries includes:

Africa: Botswana, Eswatini, Ethiopia, Kenya, Malawi, Mozambique, Namibia, Nigeria, South Africa, Tanzania, Zambia, Zimbabwe

Europe: Belarus, Belgium, Denmark, France, Germany, Ireland, Italy, the Netherlands, Sweden, United Kingdom

Asia & Middle East: China, India, Indonesia, Japan, Malaysia, Pakistan, United Arab Emirates (UAE)

Blocs & Others: European Union (EU)

This diverse participation makes ZITF 2026 one of the most internationally connected trade fairs in recent years.

Theme Breakdown: What ‘Connected Economies, Competitive Industries’ Means

The theme is not just a slogan. It reflects three key priorities:

  1. Connected Economies – Stronger trade corridors, simplified cross-border processes, and regional integration through AfCFTA and SADC.

  2. Competitive Industries – Local manufacturers upgrading technology, improving quality, and competing beyond national borders.

  3. Global Value Chains – Positioning Zimbabwe and Africa as reliable suppliers to international markets.

Organisers believe the fair provides a launchpad for African industries to move from survival mode to global competitiveness.

What to Expect at the Fair

Visitors and exhibitors can look forward to:

  • Live demonstrations of new manufacturing technologies

  • Digital transformation showcases

  • B2B matchmaking sessions

  • Policy dialogues on industrialisation

  • Networking with buyers from over two dozen countries

For local businesses, this is a rare opportunity to connect directly with international partners without leaving Bulawayo.

Why This Matters for Zimbabwe

ZITF is more than a trade fair. It is a barometer of economic confidence.

A strong 66th edition sends a clear message:

  • Zimbabwe remains open for business

  • International partners are willing to engage

  • The march toward Vision 2030 (upper-middle-income status) is alive and real

The fair also boosts Bulawayo’s economy, filling hotels, restaurants, and transport services for the week.

Final Word

As the gates open today, all eyes are on Bulawayo.

With Botswana’s President Duma Boko set to speak on Thursday, 29 countries on the exhibitor list, and a theme that prioritises real economic integration, the 66th ZITF is shaping up to be a landmark event.

Stay with The Business Diary for daily updates, interviews, and analysis from the fairgrounds.

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Zimbabwe’s Economic Diplomacy on the Global Stage: Minister Ncube’s Abidjan Engagement

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Zimbabwe's Economic Diplomacy on the Global Stage: Minister Ncube's Abidjan Engagement

ABIDJAN-In a significant stride for Zimbabwe’s economic revitalization, Hon. Prof. Mthuli Ncube, Minister of Finance, Economic Development, and Investment Promotion, led a high-level delegation to Abidjan on 30 March 2026. The delegation’s primary objective was to engage with Dr. Sidi Ould Tah, President of the African Development Bank (AfDB), to galvanize support for Zimbabwe’s Arrears Clearance and Debt Resolution (AC & DR) Process. This strategic move underscores Zimbabwe’s commitment to re-engaging with international financial institutions and bolstering its economic recovery trajectory.

The visit provided a platform for Minister Ncube to participate in the Strategic Ministerial Dialogue on Debt Sustainability and Financing Africa’s Development Priorities. The dialogue emphasized the imperative of strengthening domestic resource mobilization through digitalization, enhancing public financial management systems, and promoting transparency and accountability in debt reporting. These measures are critical for Zimbabwe as it seeks to optimize its resource utilization and attract sustainable investments.

A key takeaway from the dialogue was the call for prudent debt management, innovative financing instruments, and stronger partnerships to mitigate rising debt vulnerabilities while safeguarding critical development spending. Minister Ncube’s participation in this dialogue highlights Zimbabwe’s proactive approach to addressing its debt challenges and fostering sustainable economic growth.

On the sidelines of the Abidjan engagements, Minister Ncube attended the launch of the Africa’s Macroeconomic Performance and Outlook 2026 Report as a panellist. The report painted a promising picture of Africa’s economic resilience, with a real GDP growth of 4.2% in 2025, surpassing the global average of 3.1%. Growth is projected at 4.3% in 2026 and 4.5% in 2027, with GDP per capita growth standing at 1.9%.

The report’s findings underscore Africa’s potential as a growth hub, notwithstanding risks from debt pressures and external shocks. It recommended coordinated policy action, structural reforms, and targeted investments in job creation, social protection, and human capital development to ensure inclusive and sustainable growth across the continent.

Minister Ncube’s engagement in Abidjan is a testament to Zimbabwe’s commitment to leveraging international partnerships and expertise to drive its economic agenda. The country’s participation in high-level dialogues and strategic engagements is crucial for attracting investments, clearing debt arrears, and fast-tracking economic recovery.

The outcomes of the Abidjan engagements are expected to inform Zimbabwe’s policy direction, particularly in areas of debt management, investment promotion, and economic diversification. As Zimbabwe charts its path towards sustainable development.

In conclusion, Minister Ncube’s Abidjan visit underscores Zimbabwe’s resolve to engage proactively with international financial institutions and development partners. By prioritizing debt sustainability, economic resilience, and inclusive growth, Zimbabwe is positioning itself for a brighter economic future.

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