Signal
Coke sells taste, not liquid
Coca-ColaMay 4, 2026
The company’s most valuable product is a tiny concentrate packet, not the finished drink.
The Crackback
That’s the whole trick: own the recipe, not the factories. The margin lives upstream.
Signal
The company’s most valuable product is a tiny concentrate packet, not the finished drink.
The Crackback
That’s the whole trick: own the recipe, not the factories. The margin lives upstream.