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Coca-Cola has reportedly abandoned its plans to sell Costa Coffee, its global café chain, after bids from private equity firms failed to meet expectations. According to a report by the Financial Times, the U.S. beverage giant ended discussions with the remaining potential buyers in December, effectively bringing a months-long auction process to a halt. The decision was reportedly influenced by lower-than-anticipated offers, as cited by two sources familiar with the matter. Reuters noted that it could not independently verify the report at the time of publication.
Costa Coffee, which Coca-Cola acquired in 2019 for approximately $5.1 billion, has been a key part of the company’s strategy to diversify beyond soft drinks and strengthen its presence in the global hot beverages market. The brand operates thousands of stores worldwide and also has a strong footprint in ready-to-drink coffee products, vending machines, and licensed outlets. Despite its global reach, the café sector has faced ongoing challenges in recent years, including shifting consumer habits, inflationary pressures, and higher operating costs.
The reported decision to pause or abandon the sale suggests that Coca-Cola may prefer to retain the Costa Coffee business rather than accept a valuation it views as unattractive. Market analysts have noted that private equity firms have become more cautious amid higher interest rates and economic uncertainty, which has led to more conservative bidding strategies across the consumer and retail sectors. This environment may have contributed to the lower offers received for Costa Coffee.
By stepping away from the sale process, Coca-Cola retains flexibility over Costa Coffee’s future. The company could choose to invest further in expanding the brand’s retail footprint, focus on scaling its packaged coffee products, or revisit a potential sale when market conditions improve. For now, the move highlights the challenges facing major consumer brands as they navigate volatile markets and reassess portfolio strategies. The development is also likely to draw attention from investors watching how Coca-Cola balances growth opportunities with disciplined capital allocation in its evolving beverage portfolio.
