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BUSINESS
FRIDAY, SEPTEMBER 5, 2025
Coca-Cola bet US$5B on Costa Coffee
— it might be brewing up final sale
C
OCA-COLA in 2019 closed on one
of the largest acquisitions in its
history.
The Atlanta beverage giant, best
known for its carbonated sodas, paid
roughly US$5 billion for a leading Brit-
ish brand, Costa Coffee. It was part of
Coca-Cola’s quest to become a “total
beverage company” and offer every
kind of drink.
“What we get with Costa is more than
just a brand,” Coca-Cola CEO James
Quincy said during a 2018 earnings
call, shortly after the company said it
would buy Costa Coffee. “It’s a platform
that will give us the ability to scale
within the $500 billion global hot bev-
erage category.”
But six years later, it appears Coca-
Cola’s investment has fallen flat. The
company is working with investment
bank Lazard to explore options for Cos-
ta Coffee, including a potential sale,
British news organization Sky News
first reported.
Quincy said in a July earnings call
Costa Coffee is “not where we wanted
it to be from an investment hypothesis
point of view” and the company was
“reflecting on what we’ve learned.”
It’s not clear yet if a deal for Cos-
ta Coffee could happen. A Coca-Cola
spokesperson said the company doesn’t
comment on “market rumours or
speculation.” Lazard didn’t respond to a
request for comment.
Costa Coffee might not be well-known
to many in U.S. It was founded in Lon-
don in 1971 by Italian brothers Sergio
and Bruno Costa. Today, it has a pres-
ence in 50 countries, with about 2,800
coffee shops in the United Kingdom
and Ireland and about 1,400 elsewhere,
including the U.S.
In buying Costa Coffee, Coca-Cola
saw the opportunity to control a cof-
fee supply chain and enter a big global
market, said Duane Stanford, editor
and publisher of industry publication
Beverage Digest.
But the deal was about much more
than owning coffee shops. Quincy said
in earnings calls Coca-Cola planned to
grow the business through vending ma-
chines, at-home products and canned
drinks. Coke also sells Costa products
to restaurant customers.
“There are a lot of ways to work with
immediate consumption customers to
bring a coffee offering,” Quincy said
during a 2018 conference call. “Then
there’s the at-home market, whether
that be pods, capsules, loose beans.”
Costa Coffee in 2022 began opening
its first U.S. coffee shops in Coca-Cola’s
hometown. The first location opened at
the Coda building in Midtown’s Tech-
nology Square, near the company’s
Atlanta headquarters. Other locations
include the Lee + White project in the
West End, Town Brookhaven, Howell
Mill Road in West Midtown and the Em-
ory University campus.
Atlanta resident Marco Jovanovich,
who is originally from Italy, said he
was pleased to see Costa Coffee open in
Atlanta.
“I was like, ‘Good, there’s a European
coffee shop concept I like,’ ” said Jovan-
ovich, senior director of product mar-
keting for Middleby Outdoor. “I person-
ally hate Starbucks.”
But Stanford said Coca-Cola only
dabbled in U.S. retail locations.
“It’s never really gotten past a test
and learn phase,” he said. “Getting
people to either drop Starbucks or their
local coffee shop to go for a concept
that they’re not familiar with, unless
they’re from Europe, is challenging.”
Soon after Coca-Cola purchased Cos-
ta Coffee, the COVID-19 pandemic hit.
Extended lockdowns in the United
Kingdom closed retail stores, with
Quincy saying in a 2020 earnings call it
was “one of the most affected parts” of
the company.
“The reality is the timing was very
unfortunate, getting it just before the
pandemic,” Quincy said during a 2022
earnings call. “Despite all the experi-
mentation, despite all the learning, de-
spite all the initial steps, in big strategic
terms, we haven’t advanced because es-
sentially COVID put it on hold for three
years.”
Stanford said when Costa Coffee’s
retail business “evaporated” during the
pandemic, it didn’t yet have an estab-
lished at-home business.
“They really couldn’t take advantage
of people being at home during COVID
the way Keurig could,” he said, refer-
ring to the company that makes sin-
gle-serve brewing systems. The health
crisis “basically put a big hole right in
the middle of their plan and they’ve just
not recovered since.”
Following the pandemic, Costa Cof-
fee’s margins were under pressure
because of surging coffee prices, said
Garrett Nelson, vice-president and sen-
ior equity analyst at CFRA Research.
For consumers, the average price
for ground roast coffee was more
than US$8 per pound in July 2025, ac-
cording to the Federal Reserve Bank
of St. Louis. In July 2020, it was about
US$4.50 a pound.
Plus, following the pandemic, “con-
sumers have been much more price
sensitive as their discretionary spend-
ing has been pressured by inflation,”
Nelson said.
Jonathan Silver, founder of coffee and
tea distributor Atlanta Coffee Supply
Group, which was recently acquired,
said the coffee industry “changed dra-
matically” for him after the pandemic
as the costs to run a restaurant soared
and dining preferences shifted.
“It’s just harder to run a restaurant
now,” Silver said. “Food costs are high.
Rent is incredibly high. Insurance is
very high. Getting good staff is diffi-
cult. It’s a confluence of issues.”
Consumer tastes are also evolving,
especially among younger people, Stan-
ford said. Matcha has grown in popu-
larity as an alternative to coffee, as
have low-calorie energy drinks such as
Alani Nu and Celsius.
“You had some siphoning of the cof-
fee habit with young consumers into
healthier, better-for-you, energy,” Stan-
ford said.
Investment groups are now circling
Costa Coffee, according to reports from
Sky News and Financial Times, which
cite unnamed individuals.
Private equity firm TDR Capital,
the majority owner of supermarket
chain Asda, is exploring an acquisi-
tion, according to the Financial Times.
U.S. private equity firm Apollo Global
Management is also interested, accord-
ing to Sky News.
TDR Capital declined comment.
Apollo did not respond to a request for
comment.
Costa Coffee could sell at a discount
to what Coca-Cola paid to acquire it,
Sky News reported, with a potential
price tag under US$2.7 billion. But it’s
not known yet if Coca-Cola will decide
to sell or, if it does, whether it would re-
tain a stake in the company.
Though, under Quincy’s leadership,
Coca-Cola has been “cutting bait” on
brands that don’t work, Stanford said.
Coca-Cola has a portfolio of US$30
billion brands. With its acquisitions, the
company aims to connect with consum-
er needs, but “part of it is to be also very
transparent about what didn’t work,”
Henrique Braun, Coca-Cola chief oper-
ating officer, said Wednesday.
In 2020, the company said it re-
duced its portfolio from 400 brands to
200 brands. More recently, Coca-Cola
phased out Aha sparkling water to
focus on the popular Topo Chico brand,
Stanford said.
“You’re seeing a company that’s more
willing to take these big bets,” Stanford
said. “But then, if it’s not working or
consumer winds change … they’ll cut it
and move on.”
— Atlanta Journal-Constitution
AMY WENK
DREAMSTIME / TNS FILES
Coca-Cola acquired British brand Costa Coffee in 2019 as part of Coke’s quest to become a ‘total beverage company.’
Huawei unveils
new trifold
phone in show
of hardware
strength
HUAWEI Technologies Co. intro-
duced an update to its ground-
breaking trifold phone on Thurs-
day, iterating on a novel form factor
and underscoring its hardware en-
gineering capabilities.
The new Mate XTs has two fold-
ing mechanisms, allowing it to
work as either a regular smart-
phone or two variations of iPad-
like tablets. It is Huawei’s second
effort at a two-fold device, after
last year’s Mate XT, which was
unveiled mere hours after Apple
Inc.’s fall iPhone lineup.
Huawei is Apple’s strongest
rival in China’s premium mobile
arena and its Mate series has re-
claimed much lost ground in re-
cent years. That’s been driven by
its breakthrough made-in-China
chipmaking, and the Mate XTs is
built around its latest Kirin 9020
processor.
Shenzhen-based Huawei priced
the XTs at 17,999 yuan (about
US$2,500), down from last year’s
US$2,800 sticker, and detailed its
improvements via a live-streamed
event from its home city. The device
can open to a 10.2-inch screen at its
fullest extension, consumer busi-
ness chief Richard Yu said on stage.
“The only one that can beat
Huawei on trifold phones is
Huawei,” Yu said, adding the com-
pany has mastered the mass pro-
duction of such hardware and now
offers a choice of four colours, two
more than the first generation.
Huawei touted new PC-like ex-
periences on the device, better tak-
ing advantage of its larger dimen-
sions, with some workplace apps
developed for PC running on the
phone. Users can also more easily
switch between apps when multi-
tasking or see apps side by side
when they unfold the phone.
Now running Huawei’s in-house
HarmonyOS, the Mate XTs is
another step in the Chinese com-
pany’s departure from Google’s
Android software. Android has
for years struggled to keep up
with Apple’s more refined iPadOS
for larger-screen devices, though
HarmonyOS may have a better
shot at delivering a compelling
user experience within China due
to Huawei’s strong links with local
software providers.
The foldable market rebounded
with 45 per cent growth in the June
quarter, Counterpoint’s market
data showed.
— Bloomberg News
;