Hong Kong Beverage Giant Navigates Economic Headwinds with Innovation, Heritage and Sustainability
Hong Kong’s consumer market in 2025 is undergoing a challenging period, with retail sales value plunge by 6.5% YoY and restaurant receipts drop slightly by 1.8% YoY, in Q1 2025. Richard Gould, Director and General Manager of Swire Coca-Cola HK (SCCHK) and Vice Chairman of GS1 Hong Kong, is leading SCCHK through these uncertain times by harnessing digital innovation, its deep-rooted brand heritage, and a commitment to sustainability, showing how a 60-year-old company can remain relevant in a rapidly changing world.
“For 60 years, Swire Coca-Cola HK has been staying at the forefront of innovation – from adopting product barcodes since 1989, to building the world’s tallest bottling plant, an iconic landmark in Shatin since 1991. We have been continually expanding our portfolio to meet local tastes, invested in Hong Kong’s first food-grade-ready plastic recycling facility and launched the first individual-sale, label-less bottled water. Every step reflects our vision: to refresh and to excite Hong Kong everywhere, every day, and always.
Personalisation and Digital Engagement
At the heart of SCCHK’s strategy is the focus on personalisation, digital-first engagement and experiential marketing. The recent relaunch of the iconic “Share a Coke” campaign highlights this approach: not only are popular names and Gen Z slang featured on cans and bottles, but consumers can also customise cans with their own names or messages. Building on Hongkongers’ collective memory and cultural relevance, SCCHK has also reimagined the classic ‘under-the-cap’ campaign, letting consumers scan a unique QR code on select products for a chance to win round-trip flight tickets for two to Japan. Other initiatives include the Foodmark campaign, which partnered with eateries across the city to celebrate local dining experiences, and special activations during festivals like Mid-Autumn Festival. “These campaigns not only boost engagement but also provides us with valuable insights into consumer preferences and behaviors.” Richard explained, “By turning everyday drinks into personalised keepsakes for consumers, particularly for those who value individuality and digital interactions, we are creating a unique experience that resonate with the city’s appetite for unique collectibles.
Strategic Event Partnerships
Capitalising on Hong Kong’s role as one of Asia’s mega event hubs, SCCHK has become the founding partner of Kai Tak Sports Park to provide global audience with its wide range of beverages, via hundreds of coolers, fountain dispensers, and full-service vending machines throughout the venue. “The partnership is not just about brand visibility, it is about bringing people together for memorable moments, sharing exciting and immersive experiences in sports, entertainment and culture.” Richard said. “We want to be part of the fabric of Hong Kong’s social and cultural life.
Health-Conscious and Eco-Friendly Innovations
Recognising the growing demand for healthier options, the company has broadened its portfolio to include a wider range of teas, waters, and functional beverages, such as the latest launch of Authentic Tea House Oolong tea that offers lingering aroma, as well as the Monster Energy series, which offers bold flavors with minimal calories for a guilt-free, energizing experience. “We are making our classic glass-bottled Coke available to public through our e-Shop. The returnable glass bottles are made with 60% recycled clear glass materials – merging nostalgic flavor with environmental responsibility.”
SCCHK has been proactively responding to consumers’ expectations on sustainability. The company started to use rPET content in bottle production since 2019, and has been supporting consumer education and large-scale beverage packaging collection and recycling programmes. By investing in Hong Kong’s largest food-grade-ready plastic recycling facility New Life Plastics, SCCHK helps close the loop – by recycling discarded PET bottles to produce the raw materials which will come back into the supply chain as food-grade ready rPET flakes and high-quality rHDPE flakes, not just for SCCHK, but for all Hong Kong’s beverage producers
Embracing the AI Era
Collaboration is one of key themes in this year’s GS1 General Assembly, where Richard participated and gained valuable insights. Being inspired, he began using AI tools in daily tasks, like generating meeting minutes for follow-up actions. “It is often said ‘Whoever holds the pen write history’, but history is inevitably shaped by bias and personal judgment,” he quips. “Now, with AI writing history, we can hope for greater objectivity and efficiency.” The shift towards AI and digital collaboration extends beyond individual practices to the company’s integrated operations: The upgraded ERP system provides real-time visibility across key business functions - from supply chain, warehousing, delivery, procurement and quality assurance to sales & marketing and finance - enabling seamless process integration and optimisation. SCCHK has also enhanced safety standards through advanced telematics systems which monitors driver behavior and provide live feedback to reduce operational risks.
Trusted Data and Global Best Practices
As Vice Chairman of GS1 Hong Kong, Richard highlights the value of GS1’s global network, a platform for companies big or small to share insights and drive industry standards. He also agrees that trusted data is the core asset of GS1. “It’s really back to basics – the basics of GS1, scanning the barcode to ensure we have trusted data along the supply chain,” he says. “In a world where products are increasingly ‘phygital’, having trusted identification is critical.”
He noted that the importance of barcodes remains undiminished today, citing SCCHK’s label-less Bonaqua water bottle, which uses a barcode on the cap for checkout with product details engraved on the bottle, helps reduce plastic label. Commenting on the transition from 1D barcodes to QR codes (2D barcodes) with GS1 Digital Link standards, he shared:
“QR codes with GS1 standards provide strong benefits to consumers, as they can gain access to the product details beyond what is displayed on the label. I believe this will play an important role in the future of our industry, just as the introduction of the barcode has been.”
Connecting Heritage, Innovation and Community
For SCCHK, success means blending innovation with deep brand heritage, prioritizing sustainability and operational efficiency, and most importantly fostering meaningful connections with consumers.
As Richard puts it: “Coke is all about connection. It’s about creating moments that matter, whether it’s at a family gathering, a sports event, or simply enjoying a refreshing drink. We’re excited to be part of Hong Kong’s journey throughout its up and down, and we’re committed to making every moment count.”
