HOW COCA-COLA LOST $4 BILLION JUST N A COUPLE OF MINUTES

On Tuesday, at a press conference before the match of the group stage of EURO 2020, the focus of the media was not so much on football as the provocative gesture of the captain of the Portuguese national team, Cristiano Ronaldo. The fact is that Ronaldo defiantly pushed away two glass bottles of Coca-Cola – the official sponsor of the EURO 2020. The football player showed ordinary water to the cameras, thus encouraging players and fans to drink clean water instead of harmful soda.

Everything would be fine if these actions did not have such a critical impact on the image and financial position of Coca-Cola. Within minutes of Ronaldo leaving the conference room, Coca-Cola's stock price had dropped from $ 56.1 to $ 55.2. A 1.6% drop in the share price cost the company $ 4 billion.