Soft drink giant Coca-Cola is forced to give up restrictive price schemes in selling pubs, shops and cafes around Europe, which means consumers will be able to enjoy a greater number of bubbly coolers ar better prices.
Coca-Cola is by far the leader of the European soft drink maker, with over 50% of the carbonated drinks available in the old continent being produced
by the US group. The company had to accept that commitments it gave last year for allowing real competition in the retail market are legally binding, says the Guardian.
Coca-Cola could face some serious penalties, accounting for as much as 10% of its global revenues if it is found to have breached its own commitments between now and the end of 2010.
As such, the US company agreed to give up all exclusive deals with retailers, who could buy drinks from any supplier they desire. Moreover, Coca-Cola will cease to offer important rebates in order to encourage dealers to buy in greater quantities than before.
Neither are these retailers forced to buy less popular Coca-Cola brands at a better price to sustain everyone's favourite Coke and Fanta.
Coolers provided even for free by the company can be used to store competitors' drinks for up to 20% of the storage space.
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