ISTANBUL, June 18, 2026 — Coca-Cola has introduced new merchandising rules in Türkiye that significantly increase the space allocated to competing beverage brands in coolers and display shelves at retail outlets, marking a major shift in the company’s sales and distribution practices.
Under the new arrangement, 35% of the space in Coca-Cola-branded coolers will be reserved for rival products, up from previous levels. The move is expected to improve product visibility for competing beverage manufacturers and give retailers greater flexibility in managing their inventories.
The changes will affect a wide range of sales points, including grocery stores, kiosks, supermarkets, cafés, and restaurants. Retailers will no longer be required to meet mandatory Coca-Cola purchase quotas to qualify for company support such as refrigerators, signage, awnings, and shelf equipment. These benefits also cannot be tied to exclusivity requirements that prevent the sale of competing brands.
Industry observers say the new framework will allow business owners to stock products based on customer demand rather than supplier obligations, potentially increasing product variety and creating new opportunities for local beverage producers.
A key feature of the regulation is that the section reserved for competitors must remain clearly separated with dividers and labels. If no rival products are available, the designated area must remain empty; Coca-Cola will not be permitted to fill the space with its own products. The measure is intended to ensure fair competition and prevent market dominance within branded coolers.
Competing national and local brands will also be allowed to display their own price labels within the allocated section. In addition, Coca-Cola will be prohibited from using coverings or promotional materials that reduce the visibility of rival products.
The policy builds on earlier competition-related commitments that required Coca-Cola to open part of its cooler space to competitors in smaller retail outlets. The latest changes expand those principles and further loosen restrictions on retailers.
Retailers that fail to comply with the new rules will first receive warnings. Continued violations could result in a gradual reduction of product deliveries from Coca-Cola. Discounts and commercial incentives provided to distributors will also be based on objective criteria rather than linked sales requirements across different beverage categories.
Source: Patronlar Dünyası/ Prepared by: İlayda Gök