Arca. 4 Mexico is the number one consumer of Coca-Cola in the world, with an average of 225 litres per person; a disproportionate number which has surpassed the inventors. The consumption in the USA is “only” 200 litres per person. This fizzy drink is considered an essential part of the Mexican people’s diet and can be found even where there is no drinking water. Such trend on the Mexican market is also evident in economical terms as it represents about 1 1% of the global sales of The Coca Cola Company. On the whole, the CSD industry in Mexico has recently become aware of a consolidation process destined not to end, characterised by mergers and acquisitions amongst the main bottlers. The producers have widened their product portfolio by also offering isotonic drin

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