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The Coca-Cola Company has announced the appointment of Luis Felipe Avellar as president of its Africa operating unit, effective September 1 2025.

This strategic leadership transition comes as Coca-Cola aims to enhance its presence in the rapidly growing African beverage market.

Avellar, who has been serving as president of Coca-Cola’s Mexico operations, will succeed Luisa Ortega, who is moving to lead the company’s Europe operating unit.

This change is part of Coca-Cola's broader strategy to leverage leadership talent with extensive regional experience to drive growth in key markets.

Henrique Braun, executive vice president and chief operating officer, commented: “Luis has had an outstanding career that has included extensive leadership roles in our Latin America operations. His previous experience in Africa positions him well to build on the system’s ongoing work to serve the growing African market.”

Luis Felipe Avellar, 49, brings a wealth of experience to his new role. He began his career at Coca-Cola in 2002 as a finance specialist in Brazil, progressively advancing through various leadership positions.

Notably, he served as general manager of the Brazil South Region and later as vice president and general manager for Southern Africa, based in Johannesburg.

Avellar’s educational background includes a Bachelor of Science degree in economics from the Pontifical Catholic University of Rio de Janeiro and an MBA in finance from the same institution.

He has also completed the Advanced Management Program at IESE Business School in Spain, further enhancing his leadership acumen.

Coca-Cola has long recognised Africa as a critical growth area, with its diverse consumer base and increasing demand for beverage options.

The company’s portfolio includes over 200 brands globally, spanning categories such as sparkling soft drinks, hydration, coffee, tea, juices and dairy products.