In Biñan, Laguna, a family’s dream has grown into a thriving business that serves Coca-Cola products to hundreds of outlets. Paeng Store began as the Alcazar family’s modest sari-sari store twenty-five years ago and it has since transformed into a successful dealership hub.

At the heart of this story are Ronie and his wife Francisca, whose journey teaches us lessons on perseverance, family values, and the significance of empowering local entrepreneurs.

Standing alongside a furniture shop that was the family’s first foray into entrepreneurship is a space filled with stacks of Coca-Cola products in cases and crates.

Paeng Store, named after their youngest child, started as a sari-sari store offering a variety of goods for customers in their neighborhood. From their humble beginnings, Ronie, his wife Francisca, and their three children scaled the business in 2015 into a wholesaler of soft drinks to serve outlets even beyond their area.

Ronie’s journey from micro-retailer to wholesaler and then to a distributor partner demonstrates his dedication to his business and his family’s future.

In October 2024, Coca-Cola recognized Ronie’s increasingly prominent reach in Biñan and invited him to become an official distributor—a turning point that strengthened the Alcazar family business’ operations, as it underscored his contributions to expanding Coca-Cola's presence in the area.

Spanning approximately 200 square meters, Paeng Store has cemented Ronie’s standing as a key distribution partner and a vital link in Coca-Cola’s distribution network in Laguna.

Of the scope of the business, he proudly shares, “Ang mga areas namin ay sa Brgy. Santo Tomas, Brgy. Langkiwa, Timbao, Malamic, Loma, Mamplasan, at Ganado. Ito ay binubuo ng 400-500 outlets. (We reach 400 to 500 outlets across several barangays: Santo Tomas, Langkiwa, Timbao, Malamig, Loma, Mamplasan, and Ganado.)”

And, despite this extensive reach, the business remains a family affair, with Ronie's wife and children playing an active role in its operations. Ronie takes pride in the fact that their family-oriented approach has fostered strong relationships with their customers, and shares that his dream is for the business to continue to grow.

Through hard work and by placing utmost importance on building a lasting legacy through family and community, the Alcazar family’s business flourished.

These values let them emerge from the challenges of managing a business during the pandemic and thrive, and Ronie notes, “Isa sa pinakamalaking hamon ay ang pag-adjust sa biglaang pagbabago sa routine. Sa negosyo naman, kailangan mag-isip ng mga bagong paraan para makapagpatuloy. (One of the biggest challenges was to adjust to all the new and sudden changes to our routine. And for our business, we needed to think of new ways to move forward.)”

It was also a setting that strengthened their ties to Coca-Cola, with Ronie pointing to how working as a team through the camaraderie between his family and the company’s delivery service providers only strengthened. “Naging malaking tulong ang pagbibigay ng suporta sa bawat isa. Nagdamayan kami at nagbigay ng moral support para mapanatili ang positibong mindset. (Being able to support each other was such a big help. It was an opportunity to come together and give each other moral support to help each maintain a positive mindset).”

Ronie credits a strong work ethic, his family's dedication, and a foundation of malasakit—or genuine care for customers and the genuine desire to help others in their community—with contributing to their success.

Ronie's advice to aspiring Coca-Cola partners mirrors the heart and driving force of his family business: “Ang maipapayo po namin sa mga gustong maging Coca-Cola dealer tulad namin ay magkaroon ng sipag, tiyaga, at malasakit sa negosyo. (Our advice to those who want to be Coca-Cola distributors is to value hard work and perseverance, as well as genuine compassion in business.)”

For over a century, Coca-Cola has been part of the Filipino way of life, with its vast footprint and history in the Philippines. Coca-Cola Europacific Aboitiz Philippines (CCEAP)—the bottling partner and official distributor of Coca-Cola products in the country—delivers its much-loved beverages to customers, made locally at its 18 manufacturing sites.

Serving over 1.3 million micro-retailers and with more than 680 distributor partners nationwide, CCEAP continues this long-standing tradition through supporting partners like Ronie Alcazar.

Ronie says, “Malaking tulong din po ang pagiging distributor namin kasi 'yung pang-araw-araw na gastusin ay nairaraos namin. (Being a Coca-Cola distributor has been a big help to our family. It's given us security in meeting our everyday needs and allowed us to build a stable livelihood.)”

He notes, too, that seasonal peaks, like the summer months, have been especially fruitful for their operations, with their served communities confident in Paeng Store’s capacity to provide Coca-Cola products.

CCEAP’s partner distributors also benefit from performance incentives, demonstrating its commitment to recognizing and rewarding excellence. Ronie adds, "Ang pinakamasayang part po is kapag na-aachieve namin 'yung target at nakakakuha kami ng incentive. (The best, most fulfilling times are when we achieve our targets and receive our incentive.)"

It is the principle of malasakit that closely entwines the Alcazar family and Coca-Cola together, creating a partnership that reflects the value of uplifting and growing alongside the people who help bring its refreshing beverages to thousands.

“At CCEAP, we have long supported MSMEs and helped generate sustainable livelihoods among Filipinos from all walks of life. Our commitment to empowering and growing with our partners is at the core of our mission to refresh the Philippines and make a difference,” says CCEAP Commercial Vice President Chris Pesigan. “With deep admiration, we are grateful to Ronie and all our distributor partners, and we will continue to foster a cycle of shared prosperity as we journey forward together.”

Ronie’s story is a testament to CCEAP’s commitment to empowering individuals and businesses to thrive and succeed. Through shared values and mutual support, Coca-Cola and its partners like Ronie continue to write new chapters in the company’s rich history in the country.

Coca-Cola Europacific Aboitiz Philippines is always looking to grow its network of partners who help bring its beverages — including Coca-Cola, Sprite, Royal, Wilkins, Minute Maid, and Nutriboost — to more communities across the country.

For more information on how to become a distributor and to explore partnership opportunities, you may inquire through CCEAP’s social media pages (https://www.facebook.com/cocacolaeap; https://www.instagram.com/cocacolaeap/) or Contact Us channels: [email protected]; SMART/PLDT Toll Free Hotline:1800-1888-COKE (2653); GLOBE Toll Free Hotline:1800-8888-COKE(2653).