INTERNATIONAL: Coca-Cola corporate comms for Glogauer

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.

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

Munich.



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

the market.



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

share.



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