Coca-Cola will operate a ‘connected not integrated’ strategy for Costa

Coca-Cola plans to operate a “connected but integrated” strategy for Costa coffee following its acquisition of the company that will see it focus away from retail and instead on building the global brand.
Speaking on an investor call today (31 August), Coca-Cola CEO James Quincey said Coke has learned lessons from the past on how best to manage an acquisition. He explained: “At times we have bought things and tried to make them fit and have not done justice to their category.