New York, Feb 4, 2026, 19:54 ET — After-hours
- Coca-Cola ended the day 0.6% higher at $77.35, with shares holding steady in after-hours trading
- According to an SEC filing, CEO James Quincey intends to offload around 337,824 shares, worth approximately $25.4 million
- Jefferies raised its price target to $88, while UBS highlighted the potential for another “on-algorithm” year as a crucial factor to monitor
Coca-Cola shares climbed Wednesday, then steadied in after-hours trading following a filing revealing that CEO James Quincey intends to offload roughly 337,824 shares. The stake, worth about $25.45 million, will be sold via Morgan Stanley Smith Barney under a prearranged trading plan. (The Coca-Cola Company)
Timing is key as Coke prepares to release its quarterly results next week. Investors are bracing for insights on demand and the company’s initial broad outlook for 2026, with CEO-elect Henrique Braun now stepping into the spotlight.
An insider sale set up under a 10b5-1 plan—a preset schedule designed to avoid the appearance of trading on non-public info—is usually routine. But it can look awkward when the stock’s near its highs and traders are on edge about guidance.
Coke climbed despite the mixed market: the S&P 500 edged lower while the Dow managed modest gains. PepsiCo and Keurig Dr Pepper pushed higher too, helping the beverage sector hold onto its wins. (MarketWatch)
According to the filing, Quincey’s Form 144 notice relates to a stock option exercise executed on the same day. The planned sale represents under 0.01% of Coca-Cola’s total shares outstanding, as detailed in the notice.
Analysts bumped up their estimates and price targets ahead of the earnings release. Jefferies maintained its buy rating on Coca-Cola and lifted its price target from $84 to $88, according to a report credited to analyst Kaumil Gajrawala. (GuruFocus)
UBS echoed that outlook on fundamentals, forecasting another “+MSD” quarter—its shorthand for mid-single-digit organic growth, excluding currency effects and acquisitions—and described the year ahead as “on-algorithm,” a Coke term for results falling within its target range. (Investing)
Coca-Cola plans to announce its fourth-quarter and full-year 2025 results on Feb. 10 before the New York Stock Exchange opens. An investor call will follow at 8:30 a.m. ET. CEO Braun and CFO John Murphy are scheduled to speak at the CAGNY conference on Feb. 17. (The Coca-Cola Company)
The stock is currently hovering near its recent peak. On Wednesday, it reached the upper end of Coca-Cola’s 52-week range—a spot that could act as resistance if investors feel the stock already reflects a strong quarter. (Investing)
Yet the downside risks are obvious. If volume starts to slip, if pricing runs into resistance, or if 2026 forecasts come in guarded, the stock—already near its yearly high—could take a hit. Add an insider sale story on a quiet day, and volatility might spike.
Coke’s leadership shuffle is also in focus. Braun is set to become CEO on March 31, while Quincey will shift to executive chairman, Reuters reports. (Reuters)
Feb. 10 marks the next key date, as Coke will report earnings and hold a Q&A session at 8:30 a.m. ET. Traders are expected to zero in less on the quarterly numbers and more on management’s outlook for 2026 growth, pricing strategies, and the initial moves in the CEO transition.
