What the executives and directors of Keurig Dr Pepper actually did with their own shares, decoded from three years of SEC Form 4 filings.
The tape: three years of insider trades
Every marker sits at the exact price reported on the Form 4. The line is the monthly median of all prices insiders reported, so the chart needs no market feed; the gray strip is routine flow (vestings, tax withholding, gifts) that headlines love to miscount as selling.
Where the shares went, last 12 months
Every Form 4 movement decomposed: what flowed in (grants, vested equity, purchases) and what flowed out (tax withholding, plan sales, discretionary sales, gifts). Counted in shares, because grants carry no price.
Skin in the game
Directly held shares as reported after each trade, indexed to 100 five years back. Direct holdings only: trust and family-entity positions are per-entity in the filings and do not sum honestly, so this chart refuses to guess. The steps are the trades.
Who holds what
| Insider | Role | Shares held | Buys 12 m | Sales 12 m |
|---|---|---|---|---|
| Lucresca SE | 10% owner | 607M | — | — |
| JAB Forest B.V. | 10% owner | 607M | — | — |
| Agnaten SE | 10% owner | 607M | — | — |
| JAB Holdings B.V. | 10% owner | 607M | — | — |
| JAB Holding Co s.a r.l. | 10% owner | 607M | — | — |
| Maple Holdings B.V. | 10% owner | 607M | — | — |
| Acorn Holdings B.V. | 10% owner | 607M | — | — |
| Joh. A. Benckiser s.a.r.l. | 10% owner | 607M | — | — |
| JAB Investments S.a r.l. | 10% owner | 607M | — | — |
| JAB Coffee & Beverages B.V. | 10% owner | 607M | — | — |
| HARF PETER | Director | 3.8M | — | — |
| Goudet Olivier | Director | 3.7M | — | — |
| Gamgort Robert James | Director | 2M | — | $273K |
| YOUNG LARRY D | Director | 625.3K | — | — |
Open-market trade log
| Date | Insider | Type | Shares | Price | Value |
|---|---|---|---|---|---|
| 2025-12-12 | Stephens Angela A. (Officer) | Discretionary sale | 10K | $29.52 | $295K |
| 2025-09-11 | Gorli Eric (Officer) | Open-market buy | 9,175 | $27.69 | $254K |
| 2025-08-20 | Gamgort Robert James (Director) | Planned sale (10b5-1) | 7,601 | $35.91 | $273K |
| 2025-08-01 | Gamgort Robert James (Director) | Planned sale (10b5-1) | 208K | $32.90 | $6.8M |
| 2025-07-29 | Gamgort Robert James (Director) | Planned sale (10b5-1) | 208K | $33.18 | $6.9M |
| 2025-07-17 | DeNooyer Mary Beth (Officer) | Planned sale (10b5-1) | 12K | $33.66 | $404K |
| 2025-07-01 | DeNooyer Mary Beth (Officer) | Planned sale (10b5-1) | 111 | $34.05 | $4K |
| 2025-07-01 | DeNooyer Mary Beth (Officer) | Planned sale (10b5-1) | 11.9K | $33.64 | $400K |
| 2025-06-20 | DeNooyer Mary Beth (Officer) | Discretionary sale | 12K | $33.64 | $404K |
| 2025-06-04 | Van de Ven Michael G (Director) | Open-market buy | 15K | $33.20 | $498K |
| 2025-06-03 | DeNooyer Mary Beth (Officer) | Discretionary sale | 12K | $32.92 | $395K |
| 2025-06-02 | Gamgort Robert James (Director) | Discretionary sale | 208K | $33.10 | $6.9M |
| 2025-05-22 | DeNooyer Mary Beth (Officer) | Discretionary sale | 12K | $33.21 | $399K |
| 2025-05-07 | Stephens Angela A. (Officer) | Discretionary sale | 14.5K | $34.24 | $496K |
| 2025-05-06 | DeNooyer Mary Beth (Officer) | Discretionary sale | 12K | $34.11 | $409K |
| 2025-05-01 | Gamgort Robert James (Director) | Discretionary sale | 208K | $34.12 | $7.1M |
| 2025-04-29 | Gamgort Robert James (Director) | Discretionary sale | 208K | $33.96 | $7.1M |
| 2025-04-17 | DeNooyer Mary Beth (Officer) | Discretionary sale | 12K | $35.59 | $427K |
| 2025-04-01 | DeNooyer Mary Beth (Officer) | Discretionary sale | 12K | $34.78 | $417K |
| 2025-03-20 | DeNooyer Mary Beth (Officer) | Discretionary sale | 12K | $33.39 | $401K |
| 2025-03-04 | Gamgort Robert James (Officer) | Discretionary sale | 416K | $34.29 | $14.3M |
| 2025-03-04 | DeNooyer Mary Beth (Officer) | Discretionary sale | 12K | $34.05 | $409K |
| 2025-03-03 | Stephens Angela A. (Officer) | Discretionary sale | 7,350 | $34.17 | $251K |
| 2025-02-26 | Lucresca SE (10% owner) | Discretionary sale | 84M | $32.65 | $2.7B |
| 2025-01-29 | Lucresca SE (10% owner) | Open-market buy | 3.6M | $33.34 | $120.7M |
| 2024-10-30 | Lucresca SE (10% owner) | Discretionary sale | 69M | $32.65 | $2.3B |
| 2024-05-23 | Archambault Matthew Andrew (Officer) | Discretionary sale | 8,000 | $34.19 | $274K |
| 2024-04-30 | Stephens Angela A. (Officer) | Discretionary sale | 25K | $33.61 | $840K |
| 2024-04-30 | Minogue Patrick (Officer) | Discretionary sale | 17.3K | $33.59 | $581K |
| 2024-04-26 | Johnson Roger Frederick (Officer) | Discretionary sale | 31.2K | $33.82 | $1.1M |
| 2024-03-15 | Lucresca SE (10% owner) | Discretionary sale | 13M | $28.90 | $377M |
| 2024-03-15 | JAB Forest B.V. (10% owner) | Discretionary sale | 13M | $28.90 | $377M |
| 2024-03-15 | JAB BevCo B.V. (10% owner) | Discretionary sale | 13M | $28.90 | $377M |
| 2024-03-15 | JAB Coffee & Beverages B.V. (10% owner) | Discretionary sale | 13M | $28.90 | $377M |
| 2024-03-08 | Lucresca SE (10% owner) | Discretionary sale | 35M | $28.90 | $1B |
| 2024-03-08 | JAB Forest B.V. (10% owner) | Discretionary sale | 35M | $28.90 | $1B |
| 2024-03-08 | JAB BevCo B.V. (10% owner) | Discretionary sale | 35M | $28.90 | $1B |
| 2024-03-08 | JAB Coffee & Beverages B.V. (10% owner) | Discretionary sale | 35M | $28.90 | $1B |
| 2024-03-07 | Rotem-Wildeman Karin (Officer) | Open-market buy | 4,075 | $29.11 | $119K |
| 2024-03-06 | Singer Robert S (Director) | Discretionary sale | 2,000 | $29.24 | $58K |
| 2024-03-05 | HARF PETER (Director) | Open-market buy | 171.8K | $29.10 | $5M |
| 2024-03-05 | Singer Robert S (Director) | Discretionary sale | 12.1K | $29.25 | $355K |
| 2024-03-05 | Lucresca SE (10% owner) | Discretionary sale | 52M | $28.90 | $1.5B |
| 2024-03-05 | Gamgort Robert James (CEO) | Open-market buy | 171.8K | $29.10 | $5M |
| 2024-03-05 | JAB Forest B.V. (10% owner) | Discretionary sale | 52M | $28.90 | $1.5B |
| 2024-03-05 | Goudet Olivier (Director) | Open-market buy | 171.8K | $29.10 | $5M |
| 2024-03-05 | JAB BevCo B.V. (10% owner) | Discretionary sale | 52M | $28.90 | $1.5B |
| 2024-03-05 | Sudhanshu Priyadarshi (CFO) | Open-market buy | 85.9K | $29.10 | $2.5M |
| 2024-03-05 | JAB Coffee & Beverages B.V. (10% owner) | Discretionary sale | 52M | $28.90 | $1.5B |
| 2023-12-12 | Oxender Monique (Officer) | Open-market buy | 6,000 | $32.72 | $196K |
| 2023-11-08 | Cofer Timothy P. (COO) | Open-market buy | 15K | $31.06 | $466K |
| 2023-11-08 | Archambault Matthew Andrew (Officer) | Discretionary sale | 16K | $31.07 | $497K |
| 2023-11-07 | Cofer Timothy P. (COO) | Open-market buy | 35K | $31.10 | $1.1M |
| 2023-11-06 | Cofer Timothy P. (COO) | Open-market buy | 50K | $31.26 | $1.6M |
| 2023-10-27 | Rotem-Wildeman Karin (Officer) | Open-market buy | 7,050 | $29.95 | $211K |
| 2023-09-15 | Archambault Matthew Andrew (Officer) | Discretionary sale | 40K | $33.61 | $1.3M |
| 2023-08-03 | Rotem-Wildeman Karin (Officer) | Open-market buy | 5,884 | $34.00 | $200K |
| 2023-08-02 | Rotem-Wildeman Karin (Officer) | Open-market buy | 47K | $34.37 | $1.6M |
| 2023-05-19 | Singer Robert S (Director) | Open-market buy | 1,000 | $32.00 | $32K |
| 2023-05-18 | Singer Robert S (Director) | Open-market buy | 1,500 | $31.88 | $48K |
“Since trade” compares with the latest insider-implied price, not a market quote; this site carries no market data by design.
Filing hygiene
How to read this
A Form 4 transaction code decides everything. P is an open-market purchase and S an open-market sale; those two are the only codes where an insider chose to trade. A is a grant, M an option exercise or vesting, F shares withheld to cover tax, G a gift. Most “insiders dumped billions” headlines are code F and M mechanics.
Sales flagged 10b5-1 run on a plan the insider adopted in advance; since 2023 every Form 4 carries that flag. Buys have historically predicted returns, sales mostly have not, and this page states filings, not advice.