Coca-Cola Beverages South Africa (CCBSA) Company Profile

Background

Coca-Cola Beverages South Africa (CCBSA) commenced operations in July 2016 following the merger of six non-alcoholic ready-to-drink bottling entities. As a subsidiary of Coca-Cola Beverages Africa (CCBA), CCBSA is dedicated to refreshing Africa daily and enhancing the continent's well-being. The company operates 13 manufacturing facilities across six provinces in South Africa and employs over 7,000 individuals. CCBSA is a Level 3 Broad-Based Black Economic Empowerment (B-BBEE) contributor, reflecting its commitment to economic transformation and empowerment.

Key Strategic Focus

CCBSA's strategic objectives encompass:

Customer-Centric Approach: Delivering sustainable and profitable revenue growth through exceptional service.

Productivity and Responsiveness: Cultivating a culture of continuous improvement to generate superior shareholder returns.

Consumer Relevance: Offering a diverse beverage portfolio across various segments and categories in collaboration with brands.

Community and Partner Impact: Making a positive difference in sustainability, safety, empowerment, and local sourcing.

Employee Empowerment: Mobilizing to execute plans and transform the system with agility.

Financials and Funding

While specific financial details are not publicly disclosed, CCBSA has demonstrated a strong commitment to economic empowerment. In 2021, the company increased the stake held by employees and black empowerment investors to 20%, with nearly 8,000 employees' shareholding rising from 5% to approximately 15%. This initiative aligns with South Africa's Black Economic Empowerment (BEE) program, promoting inclusive economic participation.

Pipeline Development

CCBSA focuses on expanding its beverage portfolio to cater to diverse consumer preferences. The company produces and sells eight sparkling brands and eleven still brands, continually innovating to meet market demands.

Technological Platform and Innovation

CCBSA leverages advanced manufacturing technologies across its 13 plants to ensure efficient production and distribution. The company emphasizes sustainability by implementing eco-friendly practices, such as using lightweight bottles that reduce material usage and carbon emissions.

Leadership Team

Rakesh Rajbally: Managing Director since June 2024. Rajbally has a strong growth mindset and has successfully led CCBSA’s Commercial business unit. He is a sought after thought leader in developing & implementing revenue growth and route to market strategies in both modern and emerging markets.

Tony Smith: Appointed as People and Culture Director in January 2025. Smith brings over 20 years of human resources experience, including over 15 years in senior leadership roles. He has a long-standing association with CCBSA, having gained a deep understanding of its business, culture, and people over his 14 years with the company.

Basetsana-Bame Modimogale: Appointed as Public Affairs, Communications, and Sustainability Director in January 2025. Modimogale has been with CCBSA since 2007, holding various leadership roles, including Sales Manager, Key Accounts Manager, and General Manager Alternative Revenue Streams.

Leadership Changes

In June 2024, Rakesh Rajbally was appointed as the new Managing Director, succeeding Velaphi Ratshefola. Additionally, in January 2025, Tony Smith and Basetsana-Bame Modimogale assumed their respective roles as People and Culture Director and Public Affairs, Communications, and Sustainability Director.

Competitor Profile

Market Insights and Dynamics

The South African beverage industry is highly competitive, with significant players in both alcoholic and non-alcoholic segments. The market is characterized by a strong demand for diverse beverage options, including soft drinks, juices, and alcoholic beverages.

Competitor Analysis

Distell Group Limited: A major producer and marketer of spirits, wines, ciders, and ready-to-drink beverages. Distell operates multiple brands and has a significant presence in the South African market.

South African Breweries (SAB): A prominent brewing company with a substantial market share in the beer segment. SAB has faced legal challenges related to its distribution practices but remains a key competitor in the beverage industry.

Strategic Collaborations and Partnerships

CCBSA collaborates with local distribution partners (LDPs) to enhance market reach and efficiency. The company operates in close partnership with a network of 73 LDPs, servicing over 197,500 retail outlets.

Operational Insights

CCBSA's strategic considerations include:

Market Position: As a leading bottler in South Africa, CCBSA focuses on maintaining its market leadership by offering a diverse product portfolio and ensuring operational excellence.

Competitive Advantages: The company's commitment to sustainability, economic empowerment, and community engagement differentiates it from competitors. Initiatives like the Ikageng Employee Share Trust and the Mintirho Foundation underscore CCBSA's dedication to inclusive growth.