As cost-of-living pressures persisted, Coca-Cola Europacific Partners Australia (CCEP) General Manager Mitchell Lenaghan observed a clear shift into the off-premise in 2024. While this created an interesting macro-landscape to navigate, he says it was a dynamic and rewarding year for CCEP, balancing inflationary pressures while meeting consumer expectations for value.
“With consumers being more selective in their spending, we focused on supporting impactful activations for our core portfolio of brands. Collaborating closely with our customers, we’ve been able to create meaningful opportunities for consumers to connect with our brands.
“We’re also proud of the growth in share of the Jim Beam high-ABV RTD range; it continues to go from strength to strength,” Lenaghan stated.
Boosting production
In November last year, CCEP unveiled a $22.2m can line upgrade at its Richlands production site in Queensland. Being the largest manufacturing site in its Australian operations, the facility will support CCEP’s future growth plans in alcoholic and non-alcoholic RTD.
“In 2025, we’ll focus on increasing production capacity, upgrading equipment, implementing new technologies, and advancing sustainability at this site, and others. These efforts are critical to meeting rising consumer demand while minimising our environmental footprint,” Lenaghan explained.
With an additional $75m investment allocated to a new can line at the same facility, Lenaghan says this production capacity boost allows the business to better serve its Australian customers.
“It reflects our commitment to innovation, efficiency, and sustainability. By enhancing our operational capabilities, we aim to support customer growth, meet rising demand, and affirm our position as an Australian industry leader in alcoholic/non-alcoholic RTD for years to come.”
The 2025 roadmap
As CCEP undertakes the final stages of an 18-year partnership with Suntory Global Spirits, 2025 will be a transformative year for the business, with a focus on achieving the best results for customers.
“It’s been an incredible journey and one through which we’ve developed deep category knowledge and expertise across manufacturing, sales and distribution,” Lenaghan recalls.
“A major change in portfolio is not something to be taken lightly, and we’re laser-focused on how we manage this for our current brand partners, our customers and our future brand partners. We are determined to do this well.”
Mitchell Lenaghan
“We also respect that our customers expect us to partner with them to deliver mutual growth and drive overall category performance, especially in a difficult macroeconomic landscape. We’re as motivated as ever to ensure we play our role in partnering with our customers to deliver on these priorities as we navigate this transition.
“Looking to the second half of the year and beyond, we’re excited to continue participating in the alcohol category, leveraging our market leadership to support our major brand partner, The Coca-Cola Company, and its ambitions to accelerate growth in alcoholic RTD,” he concluded.
A show of support
“On behalf of the CCEP team, I’d like to express my gratitude to our customers for their trust and partnership throughout 2024. In 2025, we’re excited about the opportunities ahead. We understand the upcoming change in our portfolio is just as important for you as it is for us. It will mark a new chapter in alcohol for CCEP Australia, and we’re committed to staying closely connected with our partners to ensure mutual success as we turn the page,” says Lenaghan.