Damian Paul Gammell - Coca-Cola European Partners Plc
Management
Pretty much – thanks, Lauren. And that's a topic actually we will cover in a little bit more detail in September. But just to share with you some of the highlights, as you quite rightly say, probably Spain is one of – is probably our most developed market in terms of diversified revenue from home and if you want to call it the fragmented trade. Having said that, even in Spain we see opportunities to further build out our fragmented business, for example, areas like at work, education, health care, are also underdeveloped in our Spanish business. And if you take that as being our lead market, obviously, as you move back from Spain, big markets like France, GB and Germany, all have an opportunity and are growing faster in the fragmented trade than they are in retail. So when you look at our pack performance or our channel performance, you're seeing our fragmented business growing anywhere between two to three times what we're achieving in retail. Clearly, that's being driven by a number of factors. One, when we put together CCEP, we inherited Europe's largest sales force. So, over 5,000 frontline sales operatives and that clearly is the muscle of our business. But we realize that in a lot of our markets, that asset wasn't being as productive or as effective as it could be. So we spent a lot of time and money putting digital capabilities into the hands of our sales force. That is allowing us to increase calls per day, in many cases doubling the calls per day a sales rep can do. We are then reallocating that extra call capacity into the fragmented trade. So we're starting to visit customers that we didn't visit, or spending more time with customers to grow distribution on our call range and packs. So that is a multi-year journey. It's a journey we're very excited about because – and across these channels our brand impact relevance is high. And today in a lot of those channels, you will always find the Coca-Cola Classic and a Diet Coke or a Coke Zero. But the rest of our portfolio is significantly underrepresented. So as we think about the volume being a bigger part of our revenue story going forward, a lot of that volume will come from the channels that we're talking about. So multi-year journey, I think we're making good progress. It's being driven by digital. And Spain is at the forefront, but even in that market we see opportunity which gets us excited as we look at other big markets like France, GB and Germany. But honestly, Lauren, it's an opportunity across all of our markets and it's something that we believe contributes to our revenue growth in a profitable way going forward.