Canadian Packaging

Coca-Cola signs $980 million deal with Aujan Industries

Signing marks the largest-ever investment by a multinational firm in the Middle East's fast moving consumer goods sector.


December 14, 2011
by Canadian Packaging Staff

Aujan Industries, one of the largest independent beverage companies in the Middle East, and The Coca-Cola Company announced on December 14, 2011, a binding agreement for The Coca-Cola Company to acquire approximately half of the equity in Aujan’s existing beverage business.

Once closed, this Cdn/US $980 million transaction will provide the Saudi Arabia-based Aujan Industries a platform to accelerate the international growth of the Aujan brands, including Rani and Barbican, while enhancing the regional outlook for licensed brand Vimto. The transaction will present The Coca-Cola Company a significant equity stake in one of the leading non-carbonated (still) beverage businesses in the Middle East.

This transaction represents the largest-ever investment by a multinational firm in the Middle East’s fast moving consumer goods sector, reflecting the strength of Aujan’s operations. Aujan holds a top-three position in still beverages in every country in which it operates and is one of the top 100 companies in Saudi Arabia with total annual revenues exceeding $850 million.

“As one of the region’s leading beverage companies, this partnership will allow us to unlock new and substantial opportunities,” says Aujan Industries chairman Sheikh Adel Aujan. “Drawing upon Aujan’s deep regional insights and the international capabilities of The Coca-Cola Company, Aujan will continue to leverage the strength of its leadership team and is now positioned for even greater success in the region and internationally.

“Today’s announcement marks the fruition of extensive dialogue between Aujan and The Coca-Cola Company which has resulted in a soundly based framework for the commercial development of the business. Now supported by our shared heritage of more than 200 years, we are beginning an exciting new chapter in Aujan’s history.”

Under the terms of the agreement, The Coca-Cola Company will acquire 50 per cent of the Aujan entity that holds the rights to Aujan-owned brands, and 49 percent of Aujan’s bottling and distribution company. The licensed brand Vimto will remain with the Aujan-managed bottling and distribution company.

The Coca-Cola system—which currently employs more than 40,000 people across the Arab world—announced in October 2011 that it will invest $5-billion in the Middle East and North Africa region over the next 10 years.

Aujan brands

“The Middle East is a high-growth region with some of the highest rates of Non-Alcoholic Ready-To-Drink per capita consumption. Today’s announcement is a demonstration of our commitment to consumers here that we are investing for the long term,” states Coca-Cola Eurasia and Africa president Ahmet C. Bozer, president, Coca-Cola Eurasia and Africa Group. “In addition to their great brands, we are investing in Aujan because it is a well-run, successful business. This transaction creates a platform for further cooperation between The Coca-Cola Company, Aujan and existing bottling partners across the region.”

This agreement excludes Aujan’s Iranian manufacturing and distribution business. Closing of the transaction is subject to certain conditions. Both companies expect the transaction to close in the first half of 2012.

About Aujan Industries

Established in 1905, Aujan Industries is one of the largest independent beverage companies in the Middle East. With over 2,500 employees and a turnover of over $850 million, it is one of the leading companies in the Kingdom of Saudi Arabia. The company’s greatest strength is its well-established owned and licensed brands, including Rani, Vimto and Barbican. For more information, visit www.aujan.com.

About The Coca-Cola Company

The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world’s most valuable brand, its portfolio features 15 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, it is the number one provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.7 billion servings a day. With its bottling partners, Coca-Cola ranks among the world’s top 10 private employers with more than 700,000 system employees. For more information, visit www.thecoca-colacompany.com or follow on Twitter at twitter.com/CocaColaCo.






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