Manuel Burgos

The past year has been a transformative year for our operations in the region. The Middle East represents one of the most dynamic growth stories in the world right now, and the energy and optimism here is shaping new ways of working and collaborative partnerships that are increasingly leading the way we do business.

In 2025, sustainability and community engagement took centre stage. Aligned with the UAE’s “Year of Community”, the year began with a major shift in how we power the UAE bottling plant in Al Ain. In partnership with Emerge – a joint venture between the UAE’s Masdar and France’s EDF Group – our local bottling partner, Coca-Cola Al Ahlia Beverages Company (CCABC), inaugurated a 1.8-megawatt solar power plant.
Beyond energy, we continued to invest in community-driven environmental solutions. Through The Coca-Cola Foundation (TCCF), we announced a partnership with Saudi tech startup Lesser App and the Global Environment and Technology Foundation, bringing innovative, tech-enabled solutions to tackle packaging waste.

In parallel, TCCF, together with agricultural technology company Doktar, is currently enabling 200 farmers in Saudi Arabia to more effectively manage water resources and is expected to impact a total of 1,000 farmers. In 2025, we took innovation and consumer centricity to a new level. We launched an exciting new flavour made in the Middle East for the Middle East – Sprite Lemon & Mint in the UAE and Iraq, and Sprite Citrus & Mint in Saudi Arabia – after extensive flavour profile testing with local consumers.

The new beverage has been an instant hit, which shows the demand for locally made and tested options. We also brought back Share a Coke, our much-loved global campaign, to Iraq, Saudi Arabia, and the UAE, rolling it out thoughtfully to match local sentiment and market needs -and connecting with Gen Zs through fun nicknames on cans and bottles. And our limited-edition Saudi National Day can become a true celebration of national pride, designed to resonate authentically with people in the kingdom.

The Middle East and the GCC in particular are no longer looking to East or West for inspiration but are increasingly at the heart of global growth and innovation. For us, that means doubling down on what matters most to our consumers and communities in the region.

We started 2026 with a major activation. We kicked off the much-loved sixth FIFA World Cup Trophy Tour in Saudi Arabia, allowing thousands of fans to see the FIFA World Cup Original Trophy ahead of the FIFA World Cup 2026. We’re building on the kingdom’s love for the beautiful game and igniting the passion in the run-up to the tournament in the US and Mexico next summer, and celebrating the journey to 2034, when Saudi Arabia will host the world’s biggest sporting event. We will keep innovating – in our products and in how we engage with consumers, customers and communities.

Our partnerships with our local bottling partners will grow stronger through smarter route-to-market execution and continued data-driven decision-making and the use of AI, helping us capture new opportunities while raising the bar on operational excellence.

We always put consumer needs at the forefront, and with the UAE and GCC countries announcing the move to a volumetric tax approach for beverages linked to sugar content, this will be a push for other industry players to continue innovating and expanding options to support every consumer demand, including low- and no-sugar options. Looking ahead – I’m excited personally and professionally for what 2026 holds.