(For example, the brand has teamed with For All Things Good, a Oaxacan restaurant in the Bedford-Stuyvesant neighborhood of Brooklyn that serves cocktails made with Topo Chico.) But paid advertising that promotes the brand’s partners or people who the company feels have “a distinct craft that matches our brand” is on the table. “You wouldn’t see us pushing the brand through a TV ad or radio ad,” Mr. But the advertising continues to revolve around community-based partnerships and sponsorships. “It’s undeniable that the Coca-Cola Company has helped widen Topo Chico’s net,” said David de la Garza, the brand’s marketing lead. “We’re working hard and implementing contingency plans to keep the products on shelves.”ĭespite the acquisition, you won’t find “Coca-Cola” in big, splashy font on the front of any Topo Chico bottle. “Due to a deficiency in raw materials and the continued high consumer demand for Topo Chico, product availability has been impacted,” a Coca-Cola Company spokeswoman said in an email. What’s going on?” one devotee wrote on Twitter. “Any update on when your supplies will be back? Can’t find your product anywhere in Austin, TX. Indeed, Topo Chico is currently experiencing a nationwide shortage, much to the chagrin of longtime fans. “It doesn’t take a fifth grader to think, ‘Well, wait a minute, will there be enough blood to keep the whole system going?’” Using bottled water as an example, he said, the company “would go into any given place and they would source the water locally, and that’s how you’d get bottled water to every nook and cranny.”īut Coke also has “the ability to take the finite resource from a client - a supply in one location - and put it through the commercial arteries of the globe to the very ends of those arteries,” Mr. And that also hasn’t changed since the acquisition.įrom its beginnings, Coca-Cola usually “stayed out of the business of owning” the infrastructure and bottling networks behind its product, Mr. Since 1895, Topo Chico has been sourced from just one place - Cerro del Topo Chico in northern Mexico. Elmore described Topo Chico as a somewhat atypical product for Coca-Cola, however, because of its single-source nature.
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