Message from the President of Coca-Cola Bottlers Japan

Message from the President of Coca-Cola Bottlers Japan
Business as usual will not result in creating new value. It takes a persistently adventurous spirit to reach a better future.
Coca-Cola Bottlers Japan would like to extend its deepest sympathies to those who have been affected by COVID-19. The company also thanks all those who are continuing to work tirelessly to prevent the further spread of infection.
Coca-Cola Bottlers Japan Inc.(CCBJI) produces and supplies approximately 90% of the Coca-Cola system's products in Japan to serve the needs of our customers and consumers spread widely across. CCBJI is not only the largest Coca-Cola bottling company in Asia, but also a leading player among over 250 Coca-Cola bottlers operating around the world.
Over the past few years, the beverage industry has been impacted by various shifts, such as the diversification of consumer needs and intensifying competition. In this environment, we have continued to integrate and restructure our business and have created new economic and social value.
It is clear that we cannot continue to rely on how we have done things in the past if we want to achieve greater growth in the future. Building off our midterm strategic business plan, we have put that resolution into action by renewing our company Mission, Vision, and Values with a new corporate philosophy that is summed up by "Paint it RED! Let's Repaint our Future." Red—both our corporate color and symbolic of passion—represents our strong determination to create value.
We will achieve our Mission of "Delivering happy moments to everyone while creating value" by continually learning and growing, and we will strive to be the preferred partner of our many stakeholders, especially our customers and shareholders. The new Mission, Vision, and Values communicate our strong determination and act as a guide to achieving sustainable growth and continuing to create value.
Creating shared value with society is the right way to grow.
The year 2020 was a tumultuous one with the unprecedented threat of COVID-19. The resulting situation includes the postponement of the Tokyo 2020 Olympic and Paralympic Games, and not only have other sporting and entertainment events been affected, but the global economy and the very structure of society have also been disrupted. Whatever we face, we must keep moving forward and continue growing. While monitoring the situation and responding appropriately, we will fulfill our mission to deliver beverages to our consumers. More broadly, we are determined to address social issues through our business activities and fulfill our responsibility to work together to create a better future.
Building upon our renewed Mission, Vision, and Values and the individual integrity of our employees, we will continue to create new, shared value and further earn the trust and support of our stakeholders.

Calin Dragan
Representative Director and President