Coca-Cola lifts 2026 guidance on World Cup sales surge

Coca-Cola raised its full-year 2026 guidance after posting strong quarterly results, now forecasting organic sales growth of 5%—up from a prior range of 4% to 5%—and earnings-per-share growth of up to 8%, an increase of one percentage point. The beverage giant’s updated outlook reflects robust demand driven by higher pricing, premium product choices, and FIFA World Cup-related marketing efforts. North American organic sales surged 7%, outpacing analyst expectations, as the region accounted for roughly 40% of total sales last quarter. Coca-Cola’s social media campaign around the tournament generated 9 billion views across its brands, supported by over 2,500 content creators. The company also reported an 11% jump in comparable earnings per share, marking the second consecutive quarter of double-digit profit growth—a streak not seen since 2021. Coca-Cola’s portfolio expansion into sugar-free sodas, sports drinks, and water has helped offset declines in traditional full-calorie soft drinks. Despite concerns over consumer spending pressures and reliance on price hikes, the company’s dominant market share bolsters confidence in hitting its new targets. Shares rose 2.2% in early trading on July 28, bringing the year-to-date gain to 20%, outpacing the S&P 500’s roughly 8% increase. Earlier in July, Coca-Cola suspended U.S. operations of its Fairlife milk division following a cyberattack, but by July 27, most production had resumed, with no material impact expected. CEO Henrique Braun, who took over earlier this year, faces expectations to accelerate product innovation and marketing to sustain momentum.