Think Coca-Cola and you might find yourself not only wanting to open happiness taste the feeling, but also seeing its signage above every corner cafe. It’s domination on the African continent is more impressive than you might think. The company produces around 100 products – some made to appeal to local taste – and has fine-tuned its distribution to ensure everyone can taste the feeling.

In a legit little video, CNN chats to Nathan Kalumbu, President Coca-Cola Eurasia & Africa Group, who breaks down their strategy, which is actually simple: a Coke product should always be in reach. Click here to watch it.

It is very important that as a business we really ensure that we continue to be relevant to consumers and customers.

These micro distribution centers are normally run by individuals who live in the community, they employ local people and they distribute to local retailers. It is a very good system that allows us to be able to reach consumers that would otherwise be difficult in reaching because of infrastructural challenges.