The CEO Magazine Asia – July 2019

theceomagazine.com | 165

S

wire Coca-Cola’s Executive Director Neil Waters began his

career in the beverage industry back in 1982. As a management

trainee working in the northern Sydney suburb of Brookvale, he

became acquainted with what he calls the “traditional economy”

of beverages. One where Coca-Cola was advertised, sold and

consumed as an indulgent treat. As he has progressed through the

industry though, he has seen that dynamic change. Today, he says the industry

operates in what he calls the “new economy”.

“We’ve been very strong in the traditional economy, especially here in

Hong Kong,” says Neil. “But considerable growth comes from the new

economy. These aren’t just new beverages, they’re new customers and new

channels. The challenge is to maintain our leadership in old terrain while

AS A 37-YEAR VETERAN OF THE BEVERAGE

INDUSTRY, EXECUTIVE DIRECTOR NEIL WATERS

IS LEADING SWIRE COCA-COLA HONG KONG

AND TAIWAN, A DIVISION OF HONG KONG-BASED

CONGLOMERATE SWIRE, INTO A NEW ERA.

WORDS JORDAN MURRAY • IMAGES SWIRE COCA-COLA HK

Transitioning

into the

new economy

Interview | INVEST