Central Bottling Company, the Israeli franchiser of Coca-Cola, faces a giant $17.1-million fine for abusing the lock-hold Coke has over the local soft drink market, Israel’s Antitrust Authority said.
Central Bottling has the right to appeal the decision. But if it loses, the penalty it will pay will be by far the biggest ever imposed on an Israeli company.
Antitrust Commissioner Michal Halperin detailed what she alleged was the company’s abuse of the overwhelming dominance of the Israeli cola market by Coke and the ice tea segment by its Fuze Tea brand.
Antitrust investigators, who launched the probe three years ago, allege that Central Bottling used the market power of Coke to force restaurants and food retailers to sell its full line of products, to give a boost to ones that faced tougher competition than Coca-Cola.
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