Three Cents: The formula behind the success of a brand that conquered the world of mixology

Created by bartenders for bartenders, with an authentic formula and top-notch quality, the premium craft mixer Three Cents quickly distinguished itself in an extremely competitive market, becoming a favorite among mixologists worldwide. It has recently become an integral part of Coca-Cola HBC Serbia's unique 24/7 portfolio.

How does this brand fit into the dynamic Serbian market with its highly developed cocktail culture? What was the inspiration behind its creation, and how is Three Cents winning the hearts of cocktail enthusiasts around the globe? George Bagos, one of the brand's founders and the acting General Manager of Three Cents Beverages, reveals all in an exclusive interview.

As bartenders ten years ago, we foresaw that's the long drinks popularity would rise very quickly in the future. At that time the only mixers that were available were sparkling water, tonic water and ginger ale. These were the options that bartenders had to create long drinks. Therefore, we saw a need for flavored sodas in the market.

The three cents founding team is comprised of three bartenders and the hospitality expert. Therefore, as bartenders we had extensive knowledge of the bartender’s needs. As bartenders ourselves we were struggling to find mixers to create the long drinks we wanted So it was inevitable for us to create a premium mixer brand as we all had background in researching soda history and evolution. 

3. Where did the idea for the name „Three Cents“ come from? Does it hold any special significance or story?

Of course, our inspiration comes from the early soda making age where sparkling water was served out of the tap, and it was called the “two cents plain”. This was during the Great Depression where soda fountains, we're really popular in the US. The soda also costed two cents indeed the flavor was added the cost would be one additional cent. So, the cost for a flavored soda would be Three Cents. And this is where the name comes from.

4. Your beverages are praised for their distinct and memorable flavors. Can you walk us through the creative process behind developing these unique taste profiles?

In three cents the flavor creating process is very simple. We try and use ingredients that benefit from carbonation in order to have the best possible flavor delivery. Additionally, we create flavors that help bartenders create better and easier long drinks. We try to pay homage to the true fruit flavor, and we do that without adding any juice so we can have better carbonation and therefore better flavor delivery and long drinks.

5. In the world of mixology, balance is everything. How do you achieve the perfect harmony between bitterness, sweetness, and effervescence in your tonics?

Again as bartenders we understand the significance of all the flavors needed to create a cocktail. What we were seeing at the market was not covering our needs, tonics that weren't bitter, ginger beers that weren't spicy and products with pasteurized and highly processed juices. Creating a balance could be easy if you know what you are looking for and as bartenders, we knew something that other companies didn't. You can say that our idea of balance is the same as other world's leading bartenders.

6. Serbia, especially Belgrade, is renowned for its vibrant nightlife. How do you see Three Cents fitting into this energetic and dynamic market, and what unique experiences do you hope to bring to Serbian cocktail enthusiasts?

Serbia and Belgrade are definitely one of the most exciting places to have cocktails. Long drinks, through their versatility and consistency, are the perfect ingredient to add to this vibrant city. Three cents can offer amazing long drinks that are quick, efficient and very enjoyable for the fast-moving crowd of Serbia and Belgrade.

7. Since 2022, Three Cents become part of CCH family. What does this brought to your brand?

The collaboration with CCH is a very exciting one as we can now leverage expertise from both companies to create synergies and opportunities that we couldn't do in the past separately. We are at the early stages of adding three cents across CCH markets and the results so far promise a very exciting future.

8. What is your favorite cocktail?

 My love for the Paloma cocktail is what started Three Cents as I have a deep connection with tequila in Mexico. Therefore, the Paloma is my favorite cocktail, and I couldn't be happier that it is slowly taking over Europe.