Alessandro Fedele The Coca-Cola Company


Alessandro Fedele

The Coca-Cola Company

marketing and operation director for center and Southern Europe


Fedele is responsible for the entire water business of Coca-Cola in center and Southern Europe, in which role he oversees operations in 20 countries, including Hungary. He was promoted to his current post in June 2010, prior to which he worked as marketing manager for the Coca-Cola Company. He joined the firm in 2002 as new beverages manager, and later also worked as business development manager. Previously, he was with Unilever, having joined in 1996 as marketing manager assistant and worked his way up to becoming a regional marketing manager in charge of the Latin American region in 2000. Fedele holds a master’s degree in business administration from the L. Bocconi University of Milan, and is also a certified accountant. In addition to his native Italian, he speaks fluent Spanish and English and has a good knowledge of French. He is based in Milan, but due to his regional position with the company and his responsibilities with the Hungarian brand NaturAqua, he regularly visits Budapest.


What is the trait you most disapprove of in others?

I do not like people with prejudice, any kind of prejudice. People who see reality with a predefined mindset, who are not able to change their ideas.

Who is your favorite hero in fiction?

Diabolik: smart, cool and with sense of humor.

What kind of job did you dream of when you were a child?

My dream was to be an industrial designer, I wanted to be a designer for cars like Ferrari, Aston Martin, Bugatti . . . yes, I like cars. Alternatively, a designer of furniture and home accessories.

What is your greatest fear?

That I cannot provide for my son all the best he deserves to be happy in his life. This is not about money, this is about being really able to support him for his passions, whatever they are.

What makes you sad?

I get sad when I see people that do not believe they can change the status quo, and do not believe that their destiny is up to them.

When and where were you the happiest?

Milan, in the hospital, on February 28, 2006, at 12:09 a.m.: my son was born!

What was the most extravagant thing you’ve done in your life?

Not sure it is extravagant, but at 14 years old I was a team member of a political election campaign. It was a really unique experience.

What living person do you most admire?

Nelson Mandela. I still remember the first time I saw him on TV. He really touched my heart with very simple and clear thinking.

Which living person do you most despise?

Any dictator in the world.

What is your most treasured possession?

My Spider Alfa Romeo.

What three things would you take with you to a deserted island?

Water, an iPod and a picture of my family: my personal recipe for survival.

What activities help you to cope with stress?

Listening to music, biking and thinking about my next holiday.

If you were to die and come back as a person or thing, what would it be?

I would like to be an intercontinental airplane.

What is your favorite gadget?

Currently my iPad is my favorite gadget. Since we got it in my home, all the family members fight to use it first.

What does your dream dinner party look like (occasion, venue, guests, menu, music or whatever is important to you)?

On the beach, at 7 p.m., my best friends that I met around the world wherever I lived – Lecce, Milan, Barcelona, Buenos Aires –, my wife and my brothers, a live band playing acid jazz, free drinks for everybody, finger food, and 30 ºC.

What is it your dream to live to see?

My dream is to see a world where people will not be judged based on their color or their religion.

What would you do with €1 million?

100K in charity, 700K for a flat in London, 150K for a sailing boat, and 50K on traveling, a lot of traveling!

What is the weirdest thing you have experienced in Hungary?

Sorry, nothing weird yet. What I have noticed since the first time I landed in Budapest is the beauty of the city, the elegance and aristocratic behavior of Hungarians, and their pride in being Hungarian!

What is your favorite Hungarian dish?

Bécsi szelet (Wiener schnitzel), but made of pork, actually not very different from the one that my Italian mother used to prepare for me.


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