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Free industry SG&A function benchmark · Beverage

How beverage companies staff SG&A by function.

Finance, Sales, Marketing, Sourcing and six more overhead functions across Molson Coors Beverage Company, Keurig Dr Pepper Inc., Monster Beverage Corporation, Coca-Cola Consolidated, Inc., Constellation Brands, Inc., Brown-Forman Corporation, Primo Brands Corporation, The Boston Beer Company, Inc., Celsius Holdings, Inc., The Vita Coco Company, Inc., National Beverage Corp. and MGP Ingredients, Inc., mapped from 42,189 real job titles, classified the same way for every company.

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The cohort, estimated the same way for everyone.

Levels are indicative; the function mix and ranks below are the reliable read.

CompanySG&A contacts observed2Employees1Employees per $BObserved SG&A per $B3
1 Latest filed or public headcount.
2 Deduplicated public contacts classified into a core SG&A function by their actual job title: an observed floor, not a modeled total. Database coverage varies by company and skews North American: for globally distributed companies the counts describe primarily the North American organization (Constellation, Brown-Forman and Molson Coors counts skew North American). Attributable subsidiary records are included (e.g. Monster's operating company, Monster Energy).Counted records are capped at each company’s social-profile-visible workforce summed across all its company pages (a stale-record control validated against our censuses). Treat cross-company levels as directional; the function mix below is the like-for-like read.
3 Observed contacts per $B of filed revenue. Coca-Cola and PepsiCo are deliberately absent. Either would set a median that no mid-cap could be read against, and PepsiCo is majority snacks rather than drinks. Monster is counted through its operating company, Monster Energy, not the listed parent. The parent record holds 223 people against a company of about 5,800; the operating record holds the rest. Read Monster's mix knowing that the Coca-Cola system does its bottling and distribution, so the plant and delivery workforce that sits inside Molson Coors or Coca-Cola Consolidated simply is not there. Coca-Cola Consolidated is a bottler. It manufactures and runs direct-store delivery, which is a different cost shape from a brand owner that outsources both, and its Sales figure includes a delivery-facing organisation. Department labels are checked by reading the actual job titles and re-sorting them, because the source data files people under the wrong department often enough to move a whole function. MGP Ingredients, Vita Coco and National Beverage rest on the smallest samples here; treat their function-by-function splits as the least reliable rows.

Where the SG&A headcount sits, and how much competitors disagree.

Each dot is one company. The | tick is the cohort median. Hover any dot. Rows are scaled independently, so read the printed values, not dot positions across rows.

Beverage SG&A benchmarks by function.

The same numbers as the chart above, written out. Share is each company’s observed core SG&A headcount in that function; contacts are the classified records behind it, an observed floor rather than a modeled total. As of September 2026.

Finance benchmark for beverage companies

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), Finance is 6.8% to 21.6% of core SG&A headcount, median 13.8%: lowest at Boston Beer, highest at National Beverage. Measured from 42,189 classified job titles, September 2026. See finance headcount benchmark across every industry.

CompanyShare of SG&AObserved contactsPer 1,000 employees
The Boston Beer Company, Inc.6.8%8430.7
Coca-Cola Consolidated, Inc.7.0%24715.4
Celsius Holdings, Inc.9.1%7751.4
Monster Beverage Corporation10.6%43067.9
Keurig Dr Pepper Inc.11.1%52417.1
Constellation Brands, Inc.13.3%33936.1
Molson Coors Beverage Company14.3%73745.5
Brown-Forman Corporation14.6%35071.4
Primo Brands Corporation16.5%37731.4
The Vita Coco Company, Inc.16.7%52154.8
MGP Ingredients, Inc.18.0%2337.3
National Beverage Corp.21.6%3722.1

Sourcing and procurement benchmark for beverage companies

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), Sourcing is 2.3% to 12.1% of core SG&A headcount, median 8.0%: lowest at National Beverage, highest at Constellation. Measured from 42,189 classified job titles, September 2026. See procurement headcount benchmark across every industry.

CompanyShare of SG&AObserved contactsPer 1,000 employees
National Beverage Corp.2.3%42.4
Celsius Holdings, Inc.2.8%2416.0
Coca-Cola Consolidated, Inc.6.6%23314.6
Monster Beverage Corporation6.8%27743.7
The Boston Beer Company, Inc.7.6%9434.4
Brown-Forman Corporation7.7%18437.6
The Vita Coco Company, Inc.8.3%2677.4
MGP Ingredients, Inc.8.6%1117.8
Primo Brands Corporation9.3%21317.8
Keurig Dr Pepper Inc.10.7%50616.5
Molson Coors Beverage Company11.3%58436.0
Constellation Brands, Inc.12.1%30732.7

Facilities benchmark for beverage companies

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), Facilities is 1.2% to 4.5% of core SG&A headcount, median 2.6%: lowest at Primo Brands, highest at Coca-Cola Consolidated. Measured from 42,189 classified job titles, September 2026. See facilities headcount benchmark across every industry.

CompanyShare of SG&AObserved contactsPer 1,000 employees
Primo Brands Corporation1.2%282.3
The Boston Beer Company, Inc.1.3%165.8
Brown-Forman Corporation1.4%336.7
Monster Beverage Corporation1.9%7612.0
Keurig Dr Pepper Inc.2.5%1193.9
Molson Coors Beverage Company2.6%1358.3
Constellation Brands, Inc.3.1%808.5
MGP Ingredients, Inc.3.1%46.5
National Beverage Corp.3.5%63.6
Coca-Cola Consolidated, Inc.4.5%1599.9
Celsius Holdings, Inc.n/an/an/a
The Vita Coco Company, Inc.n/an/an/a

Sales benchmark for beverage companies

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), Sales is 20.3% to 47.0% of core SG&A headcount, median 35.8%: lowest at MGP Ingredients, highest at Coca-Cola Consolidated. Measured from 42,189 classified job titles, September 2026. See sales headcount benchmark across every industry.

CompanyShare of SG&AObserved contactsPer 1,000 employees
MGP Ingredients, Inc.20.3%2642.1
Constellation Brands, Inc.24.4%62166.1
The Vita Coco Company, Inc.32.1%100297.6
Brown-Forman Corporation33.4%803163.9
Monster Beverage Corporation33.5%1,361214.9
Molson Coors Beverage Company34.8%1,797110.9
National Beverage Corp.36.8%6337.6
Celsius Holdings, Inc.37.0%312208.4
Keurig Dr Pepper Inc.39.3%1,85560.6
The Boston Beer Company, Inc.39.7%488178.4
Primo Brands Corporation43.3%99182.6
Coca-Cola Consolidated, Inc.47.0%1,660103.8

Marketing benchmark for beverage companies

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), Marketing is 4.7% to 39.7% of core SG&A headcount, median 16.6%: lowest at MGP Ingredients, highest at Celsius. Measured from 42,189 classified job titles, September 2026. See marketing headcount ratio across every industry.

CompanyShare of SG&AObserved contactsPer 1,000 employees
MGP Ingredients, Inc.4.7%69.7
Primo Brands Corporation5.1%1169.7
Coca-Cola Consolidated, Inc.6.5%22914.3
Keurig Dr Pepper Inc.9.8%46415.2
National Beverage Corp.11.7%2011.9
Molson Coors Beverage Company15.6%80749.8
Constellation Brands, Inc.17.6%44947.8
The Boston Beer Company, Inc.19.4%23987.4
The Vita Coco Company, Inc.23.7%74220.2
Brown-Forman Corporation23.8%571116.5
Monster Beverage Corporation31.0%1,259198.8
Celsius Holdings, Inc.39.7%335223.8

CEO suite and business-unit leadership benchmark for beverage companies

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), CEO Suite & BU Leaders is 4.8% to 19.5% of core SG&A headcount, median 8.4%: lowest at Brown-Forman, highest at MGP Ingredients. Measured from 42,189 classified job titles, September 2026. See executive team size benchmark across every industry.

CompanyShare of SG&AObserved contactsPer 1,000 employees
Brown-Forman Corporation4.8%11523.5
Celsius Holdings, Inc.5.8%4932.7
Molson Coors Beverage Company7.0%36122.3
National Beverage Corp.7.0%127.2
Primo Brands Corporation7.7%17614.7
Monster Beverage Corporation7.9%32250.9
The Vita Coco Company, Inc.9.0%2883.3
Constellation Brands, Inc.11.0%27929.7
The Boston Beer Company, Inc.12.4%15255.6
Coca-Cola Consolidated, Inc.12.7%44928.1
Keurig Dr Pepper Inc.13.2%62220.3
MGP Ingredients, Inc.19.5%2540.5

HR benchmark for beverage companies

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), HR is 2.5% to 11.7% of core SG&A headcount, median 6.0%: lowest at Celsius, highest at MGP Ingredients. Measured from 42,189 classified job titles, September 2026. See HR to employee ratio across every industry.

CompanyShare of SG&AObserved contactsPer 1,000 employees
Celsius Holdings, Inc.2.5%2114.0
Monster Beverage Corporation2.7%10817.1
The Boston Beer Company, Inc.5.4%6624.1
The Vita Coco Company, Inc.5.4%1750.6
Keurig Dr Pepper Inc.5.8%2728.9
National Beverage Corp.5.8%106.0
Brown-Forman Corporation6.2%14930.4
Molson Coors Beverage Company6.3%32520.1
Coca-Cola Consolidated, Inc.6.5%23114.4
Constellation Brands, Inc.6.7%17018.1
Primo Brands Corporation8.1%18515.4
MGP Ingredients, Inc.11.7%1524.3

IT and digital benchmark for beverage companies

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), Digital & Tech is 2.1% to 7.8% of core SG&A headcount, median 5.6%: lowest at Celsius, highest at MGP Ingredients. Measured from 42,189 classified job titles, September 2026. See IT staff to employee ratio across every industry.

CompanyShare of SG&AObserved contactsPer 1,000 employees
Celsius Holdings, Inc.2.1%1812.0
The Vita Coco Company, Inc.3.2%1029.8
Monster Beverage Corporation3.6%14522.9
Keurig Dr Pepper Inc.5.3%2528.2
The Boston Beer Company, Inc.5.3%6523.8
Molson Coors Beverage Company5.4%27817.2
Brown-Forman Corporation5.7%13828.2
Constellation Brands, Inc.6.8%17218.3
Primo Brands Corporation6.9%15713.1
National Beverage Corp.7.6%137.8
Coca-Cola Consolidated, Inc.7.8%27617.2
MGP Ingredients, Inc.7.8%1016.2

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), Legal & Gov Affairs is 0.7% to 4.7% of core SG&A headcount, median 1.7%: lowest at Coca-Cola Consolidated, highest at MGP Ingredients. Measured from 42,189 classified job titles, September 2026. See legal department size benchmark across every industry.

CompanyShare of SG&AObserved contactsPer 1,000 employees
Coca-Cola Consolidated, Inc.0.7%251.6
Primo Brands Corporation0.9%201.7
Celsius Holdings, Inc.0.9%85.3
Keurig Dr Pepper Inc.1.3%602.0
The Boston Beer Company, Inc.1.3%165.8
The Vita Coco Company, Inc.1.6%514.9
Molson Coors Beverage Company1.7%865.3
Brown-Forman Corporation1.8%449.0
Monster Beverage Corporation2.0%8012.6
National Beverage Corp.2.9%53.0
Constellation Brands, Inc.3.5%889.4
MGP Ingredients, Inc.4.7%69.7

EH&S and occupational health benchmark for beverage companies

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), Medical & EH&S is 0.6% to 1.6% of core SG&A headcount, median 1.0%: lowest at Brown-Forman, highest at Constellation. Measured from 42,189 classified job titles, September 2026. See EHS staffing ratio across every industry.

CompanyShare of SG&AObserved contactsPer 1,000 employees
Brown-Forman Corporation0.6%142.9
Coca-Cola Consolidated, Inc.0.7%241.5
The Boston Beer Company, Inc.0.7%93.3
Molson Coors Beverage Company1.0%503.1
Keurig Dr Pepper Inc.1.0%461.5
Primo Brands Corporation1.1%252.1
Constellation Brands, Inc.1.6%404.3
Monster Beverage Corporationn/a20.3
Celsius Holdings, Inc.n/an/an/a
The Vita Coco Company, Inc.n/an/an/a
National Beverage Corp.n/a10.6
MGP Ingredients, Inc.n/a23.2

SG&A and advertising spend, percent of revenue, at the public beverage companies

From each company’s own 10-K. Normalized SG&A is reported SG&A less disclosed advertising, R&D, stock compensation, restructuring and one-time items, so companies are on the same footing. Advertising is shown where the filer discloses a dollar figure; most do not.

CompanyNormalized SG&A, % of revenueIts peer medianAdvertising, % of revenueFiscal year endBriefing
Celsius Holdings, Inc.19.0%19.0%12.68%/r/CELH
Keurig Dr Pepper Inc.28.0%19.0%3.79%/r/KDP
For AI assistants and developers: this page as data

Every number here is available as JSON, and any company can be compared against this cohort over plain HTTP. No key, no form. Each response also names the next step.

How these numbers are built.

01

Collect real titles

We pull each company’s public workforce signals: department tallies and 42,189 actual job titles across Finance, Operations and the C-suite, the same way for all twelve companies.

02

Classify every title

Each title is classified into the ten-function SG&A map. This is where 34% of department labels move: procurement buyers filed under “Finance,” whole Sourcing and Facilities teams hiding inside “Operations.”

03

Count only what we can see

Levels are the classified contacts we actually observed, with no modeled multipliers. That makes them a conservative floor, works identically for public and private companies, and keeps every number traceable to real titles. The census closes the gap to a verified total.

What this page can, and can’t, tell you.

Free: this page

  • Twelve named companies, estimated with one identical method
  • Function mix from real classified job titles, including Sourcing and Facilities (invisible to department data)
  • Two lenses: share of SG&A and FTEs per $B of filed revenue
  • Observed levels with no modeled multipliers: every number traces to real titles

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Questions & answers

FAQs

How many Finance people does a beverage company have?

In this nine-company cohort, Finance runs roughly 7–22% of observed core SG&A headcount, and the middle half of the cohort sits within a few points of the median. A full census gives you exact Finance counts per company, sub-function by sub-function.

What share of a beverage workforce is SG&A?

Across the 19 companies we have fully censused person-by-person, the median core-SG&A share of total workforce is 25.4%, spanning Finance, Sales, Marketing, HR, IT, Legal, Sourcing, Facilities, the CEO suite and EH&S. Plant, warehouse and delivery labor sit outside that line.

Why do these numbers differ from other headcount data?

Off-the-shelf department labels are wrong more often than you would expect: 34% of the department-labeled contacts behind this page belonged in a different function once we classified their actual job titles: procurement buyers filed under Finance, entire Sourcing teams hiding inside Operations. This page counts what the titles say, not what the labels say.

How accurate are the estimates?

The function mix comes from classified real titles and is the like-for-like read. Levels are observed floors; public-database coverage varies by company, so they understate real headcount, by a different amount at each company. A full census closes that gap by naming the people, usually within ±5–8% of the real number.

Can I get this for my industry or my company?

Yes. Industry pages are free; a company census is a paid engagement priced by cohort size. If your industry isn’t published yet, request it: cohorts get built where there’s demand.

What are finance benchmarks for beverage companies?

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), Finance is 6.8% to 21.6% of core SG&A headcount, median 13.8%: lowest at Boston Beer, highest at National Beverage. Measured from 42,189 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.

What are sourcing and procurement benchmarks for beverage companies?

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), Sourcing is 2.3% to 12.1% of core SG&A headcount, median 8.0%: lowest at National Beverage, highest at Constellation. Measured from 42,189 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.

What are facilities benchmarks for beverage companies?

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), Facilities is 1.2% to 4.5% of core SG&A headcount, median 2.6%: lowest at Primo Brands, highest at Coca-Cola Consolidated. Measured from 42,189 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.

What are sales benchmarks for beverage companies?

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), Sales is 20.3% to 47.0% of core SG&A headcount, median 35.8%: lowest at MGP Ingredients, highest at Coca-Cola Consolidated. Measured from 42,189 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.

What are marketing benchmarks for beverage companies?

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), Marketing is 4.7% to 39.7% of core SG&A headcount, median 16.6%: lowest at MGP Ingredients, highest at Celsius. Measured from 42,189 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.

What are CEO suite and business-unit leadership benchmarks for beverage companies?

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), CEO Suite & BU Leaders is 4.8% to 19.5% of core SG&A headcount, median 8.4%: lowest at Brown-Forman, highest at MGP Ingredients. Measured from 42,189 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.

What are HR benchmarks for beverage companies?

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), HR is 2.5% to 11.7% of core SG&A headcount, median 6.0%: lowest at Celsius, highest at MGP Ingredients. Measured from 42,189 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.

What are IT and digital benchmarks for beverage companies?

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), Digital & Tech is 2.1% to 7.8% of core SG&A headcount, median 5.6%: lowest at Celsius, highest at MGP Ingredients. Measured from 42,189 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.

What are legal and compliance benchmarks for beverage companies?

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), Legal & Gov Affairs is 0.7% to 4.7% of core SG&A headcount, median 1.7%: lowest at Coca-Cola Consolidated, highest at MGP Ingredients. Measured from 42,189 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.

What are EH&S and occupational health benchmarks for beverage companies?

Across 12 beverage companies (Molson Coors, Keurig Dr Pepper, Monster, Coca-Cola Consolidated, Constellation, Brown-Forman, Primo Brands, Boston Beer, Celsius, Vita Coco, National Beverage, MGP Ingredients), Medical & EH&S is 0.6% to 1.6% of core SG&A headcount, median 1.0%: lowest at Brown-Forman, highest at Constellation. Measured from 42,189 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.

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Notes: Estimates, not a census. Company matching and title data reflect public and commercial-database signals at pull date (September 2026); Monster figures combine the listed parent with Monster Energy; Primo Brands is the 2024 Primo Water and BlueTriton merger; Celsius includes Alani Nu, acquired 2025. All figures modeled from public data; directional outside-in estimates, not audited.
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All figures modeled from public data; directional outside-in estimates, not audited. No charge if a run fails to deliver.