BERLIN: Coca-Cola Erfrischungsgetranke, which supplies half of the
German Coca-Cola market, has hired Walter Glogauer to fill the newly
created position of corporate communications director.
Glogauer will oversee media relations, public relations, lobbying and a
four-strong team. He reports to the company’s board chairman Ronald
Biegs. The company has no regular external PR agency, but uses agencies
on a project basis.
Glogauer, who started his career as a journalist, will join from car
company BMW on 1 August. At BMW he was responsible for international
financial communications and corporate press relations. Prior to working
at BMW he led corporate communications for IT company Computer 2000 in
Coca-Cola Erfrischungsgetranke is an ’anchor bottler’, 45 per cent owned
by the Atlanta-based soft drink giant, rather than a licensee. The
German operation, one of ten anchor bottlers in the US, Europe, Asia and
Australia, was established in 1996 to capture the eastern German market,
through the merger of three Coca-Cola licensees; Schickendanz,
Schoerghuber and Hofbraeu.
The company has continued to grow, taking over the licence of the
Cologne licensee, Coca-Cola Rhein-Ruhr, in 1997. There are eight other
Coca-Cola licensees in Germany which supply the remaining 50 per cent of
Headquartered in Berlin, Coca-Cola Erfrischungsgetranke employs 6,300
people in 13 bottling plants and 44 distribution centres.
According to 1996 figures, Coca-Cola has a 56 per cent share of the
German soft drinks market, compared to PepsiCo which has a five per cent