Arca Continental is leveraging the World Cup and its successful Coca-Cola Zero product line to mitigate the impact of new taxes on sugary drinks in Mexico.
Arca Continental, the bottler of Coca-Cola products, is optimistic about its ability to counteract the effects of the new tax on sugary drinks in Mexico with its Coca-Cola Zero brand and the marketing potential associated with the upcoming World Cup in 2026. During a recent call with analysts discussing their Q4 2025 results, CEO Arturo Gutiérrez highlighted that Coca-Cola Zero saw over 18% growth in the country, alongside positive results from their juices and nectars portfolio. This indicates a strong consumer shift towards healthier options, which the company intends to capitalize on as it prepares for the significant opportunity presented by the World Cup.
