Coca-Cola procurement for retail: why source through Martigane

Why Coca-Cola is unforgiving on availability

Coca-Cola Classic, Coca-Cola Zero Sugar and Coca-Cola Light sit consistently in the top five weekly sellers of any French supermarket. A customer who cannot find their preferred Coke changes store — it really is that simple. For a retail buyer, guaranteeing permanent availability on these references is not an option but a commitment to the commercial management.

The difficulty is that the official distribution network imposes ordering conditions that are not always compatible with the needs of an independent buying group or a smaller regional wholesaler. That is the gap Martigane fills.

The Martigane Coca-Cola range: flexibility and reliability

We distribute the full Coca-Cola range in professional formats:

• 33cl cans in pallets of 24 or 48 units — the dominant shelf format, with high weekly rotation
• 25cl slim cans — the premium format for vending and urban convenience
• 50cl PET bottles — single-serve sales, quick service and events
• 1.5L and 2L PET bottles — the family purchase reference in retail

Want to test a new reference without committing to a full pallet? We offer mixed pallet ordering: combine Coca-Cola, Fanta, Sprite and Red Bull on one pallet. It is rare among traditional wholesalers; for us it is standard.

Why customers do not go back

Three reasons come up consistently in feedback from retail and buying group customers.

1. Service rate. We measure and report our service rate. Over the last twelve months we have delivered within the contractual lead time on the large majority of orders, above the sector average.

2. Documentation. Every Coca-Cola delivery arrives with a certificate of origin, the product technical sheet, batch number, a guaranteed minimum remaining shelf life, and the sugary drinks levy status stated clearly on the invoice. No administrative work at your end.

3. Responsiveness. Our commercial team answers any quotation request within 24 hours. In an emergency — imminent stockout, promotional event — we open a short circuit with delivery in 48 to 72 hours across mainland France.

Where does the sugary drinks levy fit in?

This is a sensitive point that many suppliers handle poorly. The French levy on sugary beverages directly affects the cost price of Coca-Cola Classic. The rate was adjusted upward for the most heavily sweetened drinks: Coca-Cola Classic is liable, Coca-Cola Zero Sugar is not.

On our invoices every line states the tax status of the reference. You know exactly what share of your purchase price is levy, and you can adjust your selling price accordingly. No surprises when you calculate margin.

What customers observe after six months

• A substantial reduction in shelf stockouts on the carbonated drinks segment
• Several hours of administrative time saved each week through multi-brand consolidation — one supplier instead of three or four
• Stabilised margins thanks to transparency on the sugary drinks levy