In January 2024, the advisory board met at Coca-Cola Erfrischungsgetränke AG’s offices in Berlin, the company responsible for Coca-Cola’s beverage operations in Germany. The program began with a presentation by Stefan Ziegler on Coca-Cola Europacific Partners, followed by Noemie Conrardy and Jonas Scholz discussing megatrends and the future of fuel stations from Coca-Cola’s perspective. Mehmet Tözge presented on digital sales assistants and smart fridges, while Elmar Kühn explored e-fuels and their impact on the fuel station industry. After lunch in the Coca-Cola canteen, the group embarked on a fuel station shop tour by bus, visiting various locations to observe retail operations firsthand before concluding near Berlin’s main train station.