Coca-Cola announced on Wednesday that its Chief Operating Officer (COO), Henrique Braun, will transition into the role of Chief Executive Officer (CEO) in the first quarter of 2026, with the effective date set for March 31, 2026. This change comes as current CEO James Quincey, who has held the position for nine years, will step down and assume the role of executive chairman.

At 57 years of age, Braun has been with Coca-Cola for over three decades. Before becoming COO earlier this year, he held significant leadership roles overseeing operations in key markets, including Brazil, Latin America, Greater China, and South Korea. His extensive experience includes various positions related to Coca-Cola’s supply chain, new business development, marketing, innovation, general management, and bottling operations.

Braun was born in California and raised in Brazil. He earned a bachelor’s degree in agricultural engineering from University Federal of Rio de Janeiro, a master’s degree in science from Michigan State University, and an MBA from Georgia State University.

David Weinberg, Coca-Cola's lead independent director, praised Quincey, 60, as a “transformative leader” and noted that he will continue to play an active role in the company. During Quincey’s tenure as CEO, Coca-Cola successfully added over ten billion-dollar brands to its portfolio, including BodyArmor and Fairlife. Notably, he diversified the company’s offerings by entering the alcoholic drink market with the launch of Topo Chico Hard Seltzer in 2021.

In 2020, Quincey led a major restructuring initiative aimed at streamlining Coca-Cola’s operations, which resulted in the reduction of its brand portfolio by half and the laying off of thousands of employees. This approach was part of a broader strategy to enhance the focus on fast-growing product lines, such as Simply and Minute Maid juices.

As Quincey prepares to hand over the reins, Coca-Cola is confronted with various challenges. The company is experiencing a decline in demand for its products in both the U.S. and Europe, accompanied by increasing scrutiny regarding its ingredient sourcing. Recently, after pressure from former President Donald Trump, Coca-Cola announced that it would introduce a version of its flagship cola made with cane sugar instead of the more commonly used high-fructose corn syrup.

Weinberg expressed confidence in Braun, asserting that he will capitalize on the company’s strengths while actively seeking growth opportunities in the global market.

In the aftermath of this announcement, Coca-Cola’s shares remained flat during after-market trading.