Coca-Cola Celebrates 50 Years of Innovation in Japan

The Coca-Cola Company this week celebrates its 50th anniversary in
Japan, a key market that has contributed significantly to the
Company's overall success over the past half century.

In June 1957, Coca-Cola was introduced to Japanese consumers, and
for the last 50 years the Company and its bottling partners have led
the nonalcoholic beverage industry in Japan with innovation and strong
marketplace execution.

"Coca-Cola Japan's growth - and its recognition as a Japanese
corporate citizen, rooted in the local marketplace - is the result of
successive generations of excellent managerial leadership, the
dedication of employees, and the tireless efforts of bottling partners
and affiliates," said Neville Isdell, chairman and chief executive
officer, The Coca-Cola Company.

"Across all geographies around the world, we are inspired and
fortified by the leadership and innovations that we've come to expect
over the last half-century from Coca-Cola Japan," said Muhtar Kent,
president and chief operating officer, The Coca-Cola Company. "Japan
is absolutely critical to our system's future growth. Not only because
of the sheer size of this market, but also because of the constant
stream of leadership and innovation that springs from this great
nation."

During the past half-century, the Coca-Cola system in Japan has
pioneered many beverage industry innovations - from new products to
cutting-edge vending machine technology - serving as a model for
Coca-Cola operations around the world.

Portfolio, Marketing and Award-Winning Advertising

With a beverage portfolio of more than 60 brands, consisting of
over 200 sparkling and still beverage products, the Company is the
leading nonalcoholic beverage company in Japan and has a long history
of product innovation.

Coca-Cola, the world's most valuable brand, Diet Coke, Fanta and
Sprite have long been favorites with Japanese consumers. And just this
month, the Company introduced another sparkling beverage innovation -
Coca-Cola Zero, a great tasting cola with zero calories - to the Japan
market. Key customers, including McDonald's, are helping to sample
over 5 million packages in June.

This follows the very successful launch of the "Coke Side of
Life," which according to CM Databank's monthly consumer survey is the
most popular advertising campaign in Japan. This marks the second
consecutive year Coca-Cola Japan advertising has earned this honor.

Building on its core sparkling beverage business, the Company
began expanding its offerings to include a wide variety of still
beverages. In 1975, the Company recognized the potential of
ready-to-drink coffee and introduced Georgia Coffee, the number one
ready-to-drink coffee in Japan. With 17 flavors, Georgia Coffee is the
recognized leader in this key category. Complementing the Georgia
Coffee platform, the Company earlier this year launched Patissiolle, a
new chilled cup coffee product in a proprietary aluminum package.

In 1983, the Company launched Aquarius, which has become the
nation's number-one sports drink. In the 1990s, Sokenbicha
ready-to-drink tea was introduced and is now the category leader in
Japan.

Vending Innovation

The Company and its bottling partners have long led the way in
vending machine innovation. The Company introduced hot and cold
vending machines, cashless payment options and networked vending
systems. Today, Coca-Cola has more than one million vending machines
that sell its beverages in convenient, fun and interactive ways to
Japanese consumers.

Franchise Leadership

The Coca-Cola Company's 50 years of success in Japan reflects the
strength of the relationship with its 12 bottling partners, who are
recognized for their advanced market development and execution
capabilities.

Over the years, the Coca-Cola system has taken significant actions
to increase efficiency and invest in the business, including the
consolidation of Coca-Cola West Japan, Kinki CCBC and Mikasa CCBC and
the formation of national supply chain (Coca-Cola National Beverages)
and customer (Coca-Cola Customer Marketing Company) companies.

Reflecting the importance of the bottling partnership and the
significance of the Japanese market, the Company announced earlier
today it was making a strategic investment in the Tokyo Coca-Cola
Bottling Company by taking a 34% ownership stake in the Bottler
through the purchase of newly-issued shares. This transaction
represents the commitment of both companies to effectively build a
mutually strong, close relationship and capture growth opportunities
in the important Tokyo market.

Commercial Leadership

The Coca-Cola system in Japan has also focused on innovation
directly with its customers, resulting in the formation of a new
business model. In January, the Company and its bottling partners in
Japan jointly established the Coca-Cola Customer Marketing Company
(CCCMC) and have begun rolling out new customer-specific initiatives.
CCCMC serves as the point of contact with major retailers, such as
nationwide convenience store and supermarket chains, regarding the
business relationship, sales promotions and merchandising activities.

Corporate Responsibility

The Company and its bottling partners, operating as local
businesses in local communities across Japan, recognize the Coca-Cola
system succeeds in communities that thrive.

Since 1970, the Japan Coca-Cola Bottlers Scholarship Foundation
has awarded college scholarships every year to economically
disadvantaged students with outstanding academic records.

In the 1970s, the Coca-Cola system in Japan led the introduction
of Keep Japan Beautiful, a campaign to promote environmental
protection. For over 40 years, the Coca-Cola system has been
sponsoring the H.I.H. Takamado Trophy, All Japan Junior-High-School
Student English Oratorical Contest.

Since then, the Coca-Cola system in Japan has taken a leadership
role in environmental education. The activities include the Coca-Cola
Environment Education Foundation awards program, the Coca-Cola Ecology
School program and the Keep Our Town Beautiful community project.

In the latest example of the Coca-Cola system's community
commitment, the Company and its bottling partners announced earlier
today the establishment of the Coca-Cola Educational and Environmental
Foundation. The Foundation's major activities include the support for
education of young people in the fields of environment, education, and
sports and the support and recognition of activities for the younger
generation in the areas of environmental conservation and
international exchange.

In support, The Coca-Cola Foundation in Atlanta contributed an
additional 1 billion Yen (US$8.6 million) to help fund and expand
community efforts in Japan over the next five years.

"I congratulate our bottling partners and all our associates,
whose relentless dedication, world-class skills and unyielding pursuit
of excellence have built the successful system we have today," said
Dan Sayre, president of the Coca-Cola Japan Company. "I look forward
to continuing and accelerating this legacy of innovation, and to
creating new value for our consumers, customers and all stakeholders
for the next 50 years and beyond."