Parkev Tatevosian, CFA on $KO (Nov 10, 2026)
Coca-Cola is a buy-and-hold-forever stock: its decades-built global distribution and marketing network and strong brand loyalty are very hard for any other beverage company, other than Pepsi, to replicate, and exclusive restaurant ties (McDonald's, Disney, and recently KFC taken from PepsiCo) reflect trust that it delivers reliably. Value is not bad either: a $100 fair value versus a price near its $96 52-week high, still a few percentage points below his estimate.
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The next stock I'm going to highlight as one you can buy now and hold forever is Coca-Cola. This company has been around for over a century and has a strong brand loyalty.
This beverage company developed its distribution, marketing, sales and other network, which took decades and extended across many countries. The difficulty for any other beverage company to break into Coca-Cola's business is so great that very few would attempt to develop the distribution network that Coca-Cola has developed with all the different retailers around the world, not to mention all the different restaurants and venues with which Coca-Cola has established relationships.
You can think of it as when you go to a restaurant, Coca-Cola is most likely the drink that is served exclusively.
Think about the relationship with McDonald's, and with Disney. It's exclusively Coca-Cola. Recently, the company snatched the Kentucky Fried Chicken chain from PepsiCo to become another restaurant supplier that deals with Coca-Cola.
The reason these restaurant suppliers choose Coca-Cola is not just because of the taste of the drink. That's part of it, but it comes down to trusting the company's ability to deliver on its promises.
If Coca-Cola says we will deliver a new beverage pack to you every 7 days, that merchant, that store, or that restaurant can trust that Coca-Cola will deliver on time and in the right quantity.
This is a very reliable and useful tool when running an organization. This is a seller you can rely on heavily.
It would be very difficult for anyone other than Pepsi to replicate that. That's why I'm highlighting Coca-Cola as a company you can buy today and keep forever.
Its value isn't bad either. I calculated a fair value of $100 for Coca-Cola, and its current market price today, although close to its 52-week high of $96, is still a few percentage points below my fair value estimate.
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Parkev Tatevosian, CFA has 4 calls on this stock; only the adjacent ones are shown.