‘Offering a beverage for every occasion around the clock’

While Coca-Cola is traditionally associated with its flagship Coke and other carbonated soft drinks, this has been changing considerably. The Coca-Cola Company has been clear in its ambitions to become a ‘total beverage company’ – offering beverages across various trending and growing categories including water, juice, dairy, and plant-based.

And Coca-Cola Hellenic Bottling Company – a bottler covering 28 markets across a diverse geographical footprint in Europe and beyond* – has focused this into a clear complementary ambition: “tapping into new, lucrative, and fast-growing categories is part of our strategy of offering a beverage for every occasion around the clock.”

Its portfolio now spans across the day: from a morning coffee to a hard seltzer in the evening. And across the day CCHBC now plays in some more unexpected categories: such as premium spirits and snacks. The result? “The broadest and most flexible portfolio in the industry,” ​according to CCHBC.

Hard seltzer and alcohol

The diversification of the portfolio has been evident over the last two years: with the high profile launch of Topo Chico Hard Seltzer​ and Coca-Cola’s mega acquisition of Costa coffee,​ the world’s second largest coffee chain.

But in fact it is a process that has been going on over more than ten years. In 2009 CCHBC started a cooperation with Brown Forman on Jack Daniel’s, Finlandia and El Jimador – now covering nine markets. The following year it became the distributor of Edrington (Famous Grouse, Macallan, Brugal) – now covering 14 markets – and in 2016 it partnered with Gruppo Campari for Campari, Aperol and Grand Marnier across 14 markets).

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‘Offering a beverage for every occasion around the clock’