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She will oversee the development of the company’s global alcohol ready-to-drink portfolio
The Coca-Cola Company announced that Paula Costa will become president, of the Emerging Category, where she will oversee the development of the company’s global alcohol ready-to-drink portfolio.
Costa, who will join Coca-Cola‑Cola Jan. 1, 2025, succeeds Khalil Younes, who is leaving the company to pursue other opportunities. Younes has had an extensive career at Coca-Cola, including a central role in building the company’s ARTD global portfolio.
Costa joins from Switzerland-based bottler Coca-Cola HBC, where she has most recently served as group director, of premium spirits. She has led distribution partnerships with international premium spirits brands, including Brown-Forman, Edrington Group and Bacardi. She has overseen the regional marketing team for Finlandia vodka in CCH territories, which was acquired in 2023.
Costa’s career has included roles across Europe and Latin America. She joined CCH in 2021 from Diageo, where she was vice president of marketing for Paraguay, Uruguay, Brazil and duty-free borders. She worked for Diageo from 2019 to 2021 and oversaw a portfolio that included Johnnie Walker, Smirnoff, Tanqueray, Gordon ́s, Ypioca and Bailey’s.