Despite growing concern that Russia is slipping into an authoritarian regime, Neville Isdell, the head of the world's largest beverage firm, expressed optimism about Russia's future.

Isdell, chairman and chief executive officer of Atlanta-based Coca-Cola Co., spoke Tuesday night in Atlanta at an event hosted by the Southern Center for International Studies.

Isdell's talk came just days after a landslide victory for new Russia President Dmitry Medvedev, who some critics believe will be the puppet of former president Vladimir Putin.

Isdell was quick to point out that he is not a political expert. But he has been involved in business in Russia for 20 years, including setting up Coca-Cola's first bottling plant there in the 1990s. He's also chairman of the U.S.-Russia Business Council, a Washington, D.C.,-based trade association that fosters business development between the two nations.

"I think what we're seeing is part of a long-term process, which I think will be part of a long-term positive process," Isdell said about the state of affairs in Russia. "Like everything about Russia, all of the answers to all of the questions are very complex and very difficult to dig behind."

Coca-Cola, along with most major consumer goods firms, is counting on the Russian economy to play a significant role in fueling growth. Russia fits into a set of four large, fast-developing nations known as the BRICs — Brazil, Russia, India and China. Last year, Coca-Cola's case volume grew at a double-digit rate in Russia.

Isdell has met both Putin and Medvedev. He characterized Putin as effective and efficient but not very warm.

Medvedev has a more subtle, personable approach and speaks the language of a liberal economist, Isdell said.

"The question, of course, about the new president is very clear," the Coca-Cola chief added. "Will it be his footprint or someone else's?"

In the long-run, Russia will move toward a more open economy and society because more Russians are entering the middle class, Isdell said.

"The middle class are the underpinning of change in any society," he said "And as they come into the real economy, a genuine consumer economy arises — a consumer economy that allows businesses like us to actually thrive and to flourish."

Isdell had high praise for his own successor, Muhtar Kent, who takes over as Coca-Cola CEO in July.

Kent, now president and chief operating officer, understands the importance of both high-level strategic moves and the grassroots operations of selling Coke through even the smallest outlets, Isdell said. "He's a very good businessman and he knows the business," he said.