Gioia takes over from Luís Simões, who has moved to a new leadership role within Coca-Cola after managing the Portuguese business for several years.

This change comes as Coca-Cola adapts to new consumer habits, including more demand for lower-sugar drinks, premium products, and sustainable packaging.

A long career with Coca-Cola

Gioia knows the company well. He has worked at Coca-Cola for over twenty years, holding various commercial and leadership roles in Portugal and abroad.

During his career, he has worked in sales, marketing, and business development, gaining experience in several European markets before coming back to lead the Portuguese team.

Coca-Cola often promotes experienced leaders from within the company who know the brand and local markets well, as shown by Gioia’s appointment.

A changing drinks market

Coca-Cola is best known for its main soft drink, but its product range has grown a lot in recent years. In Portugal, it now offers bottled water, juices, sports drinks, teas, and sugar-free drinks.

Coca-Cola, like many other drink companies, has invested in sustainability. The company uses more recycled materials in its packaging and works to improve recycling and collection rates.

Portugal is still an important market for Coca-Cola. The country’s strong tourism and large hospitality industry, including restaurants, cafés, and hotels, help drive beverage sales.

Looking ahead

Gioia steps in as consumer expectations change quickly. People are making more health-focused choices, care more about the environment, and use digital shopping, so companies must innovate while keeping their brands strong.

He is expected to focus on making Coca-Cola stronger in Portugal and supporting the company’s plans for sustainability and growth in a competitive market.