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Coca-Cola will celebrate 100 years in Mexico by investing US $6 billion
Coca-Cola plans to invest $6 billion in the Mexican market, coinciding with its 100th anniversary of operations in the country. This investment and a strong marketing strategy tied to Mexico hosting the 2026 FIFA World Cup are intended to counter recent tax increases on sugary drinks. Coca-Cola FEMSA’s CEO noted that the company is optimizing its structure and capital expenditure to manage fiscal challenges and promote brands through digital and revenue management initiatives.