Anyone driving along the Brussels ring road in Anderlecht cannot miss it: the world-famous red logo standing atop Coca-Cola's headquarters on Chaussée de Mons. The well-known beverage brand employs 2,200 people in Belgium and generates 1.8 billion euros for our economy every year. MR President Georges-Louis Bouchez came today to listen, observe and taste.
The Coca-Cola Company in Belgium also includes the brands Fanta, Sprite, Fuze Tea, Power Ade and Minute Maid. "Eighty-three per cent of all our drinks destined for Belgium and Luxembourg are produced in our country," CEO Carl Lescroart explained to the MR President. "Besides the Anderlecht headquarters, we have production sites and distribution centres in Antwerp, Ghent, Borgloon, as well as in Chaudfontaine and Heppignies in Wallonia." Over the past five years, Coca-Cola has invested more than 150 million euros in Belgium.
The American company employs 2,200 people in this country. "Every job at Coca-Cola generates seven other jobs: a total of 14,700 indirect positions among suppliers, hauliers, the hospitality sector, as well as in events and retail," Lescroart explained.
"Belgians consume eleven million Coca-Cola products every day. That is equivalent to one drink per inhabitant. We have almost one hundred thousand points of sale in our country." The soft drinks producer offers consumers a wide range of sugared and sugar-free beverages.
The multinational, headquartered in Atlanta (United States), purchases 400 million euros' worth of goods and services from Belgian suppliers each year and pays 975 million euros in taxes in Belgium. In terms of added value, that amounts to a great deal: 1.8 billion euros per year.
"Twenty per cent of the price of a bottle of cola goes on taxes here," the CEO added. This drives many Belgians to shop across the border. In 2023, they bought 217 million litres of Coca-Cola brand drinks in France. As a result, the Belgian distribution sector lost 200 million euros in turnover. The state also missed out on 11 million euros in VAT revenue. Without these cross-border purchases, more than four thousand additional jobs could be created in our country.
Bouchez knows that many sectors fear new tax increases. But he sought to reassure them: "We are not going to raise VAT. That would also harm consumers' purchasing power."
The most striking figure is that of the litter tax. "The cost per inhabitant for this is three to five times higher in our country than in neighbouring countries," Lescroart showed using a chart. This puts us at a competitive disadvantage and means Belgians pay more for their soft drinks than abroad.
Eighty researchers in Belgium
Georges-Louis Bouchez also visited Coca-Cola's R&D centre. Eighty researchers work there on new products, new flavours, as well as efficient and environmentally friendly packaging. The MR President was able to taste and compare several drinks there. He was told that the tax exemption on payroll withholding tax for researchers allows Coca-Cola to keep its research and development activities in Belgium. Scientists come to Brussels for this from all over Europe, Africa and the Middle East.
Coca-Cola has existed since 1886, exactly one hundred years before Mr Bouchez was born. In 2027, the American brand will celebrate one hundred years of presence in Belgium. An anniversary the MR President will not miss.