Amid the controversy surrounding the boycott of Coca Cola due to its alleged lack of support for the Latino and Mexican community in the United States, new information has emerged that has sparked concern in the digital conversation: the ban on this brand in a region of Mexico, specifically in the state of Hidalgo.

The Cantinela delegation, in the municipality of Ixmiquilpan, Hidalgo, announced the ban on the sale and purchase of Coca-Cola products as well as Corona beer. This measure has raised questions about the reasons behind the decision and its implications for the local community.

Where was Coca-Cola banned?

Cantinela is a small locality in the municipality of Ixmiquilpan, Hidalgo. According to the 2020 census conducted by INEGI, it has a population of 1,531 people, of whom 722 are men and 809 are women. This represents 1.55% of the total population of the municipality.
Hidalgo is a state located in central Mexico.
The region is known for its community organization and the application of local regulations in various aspects of daily life, including commerce regulations and participation in communal activities.

What is the fine for buying or selling Coca-Cola?

Through an official statement, the delegation warned that those who violate the ruling could be fined up to five thousand pesos. The restriction applies to both merchants and consumers who sell or buy products from these brands in the locality.

The document did not specify whether exceptions would be made or the precise reasons for the measure. However, the newspaper El Universal reported that some local sources have suggested it may be related to an agreement between the delegate and another soft drink company, which may have offered community benefits in exchange for exclusive sales rights.

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Why was the brand banned?

In Cantinela and other communities in Hidalgo, it is common for authorities to impose restrictions based on traditions and customs. In the past, similar bans have been recorded, such as the restriction on delivery trucks from certain companies.

Additionally, local authorities have imposed sanctions for various reasons, including the failure to participate in communal labor and even for practicing religions different from the majority. Therefore, the ban on Coca-Cola and Corona has not surprised residents, although it has sparked debate on social media.

The boycott of Coca-Cola had already been a topic of discussion online due to the perception that the company has “turned its back” on the Latino community in the United States. Now, with this ban in Cantinela, the debate has intensified.

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Brand Value: How much is Coca-Cola worth worldwide?

• In 2024, Coca-Cola’s brand value was estimated at $106.45 billion, making it the most valuable beverage brand in the world.
• The brand has maintained steady growth in value since 2006, when it was worth $41.41 billion.
• Coca-Cola significantly outperforms its closest competitor, Red Bull, valued at $22.15 billion, and other brands such as Pepsi ($17.69 billion) and Nongfu Spring ($19.97 billion).

Coca-Cola’s global revenue

• In 2023, Coca-Cola’s global revenue reached $46 billion.
• Its highest revenue peak was recorded in 2012, with $48.02 billion, while the lowest in recent years was in 2017, with $33.01 billion.
• 36.6% of its revenue comes from North America, followed by Latin America (12.7%), Europe, Middle East, and Africa (16.2%), and Asia Pacific (10.3%).

Coca-Cola’s market share in carbonated beverages

• In the United States, Coca-Cola holds a 46% market share in carbonated beverages, keeping it as the industry leader.
• Pepsi ranks second with a smaller market share, while Keurig Dr. Pepper is in third place.
• Globally, Coca-Cola maintains a dominant presence but faces competition from local brands in different markets.

Advertising and Marketing

Coca-Cola heavily invests in advertising to maintain its market relevance:

• In 2023, the company spent $5.01 billion on advertising, its highest figure in recent years.
• In 2022, it spent $646 million on advertising in the U.S. alone.
• Over the past decade, Coca-Cola has invested an average of $4 billion annually in advertising, except in 2020, when spending dropped to $2.77 billion due to the pandemic.

Employment

• Coca-Cola had 79,100 employees worldwide in 2023.
• The company has reduced its workforce since 2016, when it had 100,300 employees.
• In terms of sustainability, 47.4% of its packaging is made from PET plastic, followed by aluminum and steel cans (25.9%).

Comparison with competitors

• PepsiCo generated $91.47 billion in revenue in 2023, twice as much as Coca-Cola, though its business includes snacks and other products in addition to beverages.
• Red Bull had revenue of €10.55 billion in 2023, making it the leader in energy drinks.
• Monster Beverage reached $7.1 billion in revenue in 2023, with steady growth in the energy drink sector.

 
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