Operating in the highly-competitive soft drinks manufacturing industry in southern Africa is no easy business, and only those with a clear and considered strategy succeed. A relatively new player to the market, in its current form, The Beverage Company is looking to constantly grow by offering a range of ‘local hero’ brands combined with globally recognised champions. CEO Michael Benjamin tells us more about the company’s establishment, growth, and ambition during these tough economic times.
THE BEVERAGE COMPANY – On Marathon Journey to Success
