SAŠA MARKOVIĆ, GENERAL MANAGER OF COCA-COLA HBC SERBIA AND MONTENEGRO: THE STRENGTH OF OUR TEAM AS THE FOUNDATION OF STABLE GROWTH

INTERVIEW - SAŠA MARKOVIĆ, GENERAL MANAGER AT COCA-COLA HBC SERBIA AND MONTENEGRO

The year coming to an end was one of the most dynamic in the post-pandemic period, marked by a series of geopolitical and economic challenges that were reflected in global trade and consumer confidence.

The business environment remains complex at the beginning of 2026 as well, with continuous monitoring of global developments and their impact on the local market. In such circumstances, companies with a clear vision and long-term strategy demonstrate resilience and the ability to build growth on stable foundations.

Coca-Cola HBC in Serbia and Montenegro is an example of an organization that remains consistent in its strategic growth perspective based on sustainability goals, investments in people, and production. Saša Marković, General Manager for Serbia and Montenegro, is concluding his first year in this role and, in an interview for Blic, speaks about how important it is in such times to ensure stability, continuity, and structure in business operations.

The past year was full of challenges, both domestically and across the region. Where do you see opportunities for growth in such conditions?

Despite numerous challenges, we are behind a business year we can be satisfied with. Rapid adaptation to market changes was crucial, and we focused on growth opportunities in three directions. The first is accelerated digitalization and process simplification. The second is even closer cooperation with customers and partners across all segments of the business, from retail and distribution to key accounts and the hospitality sector. The third is adapting our range through product and packaging innovations aligned with consumer needs. Our investment cycles continue to record stable levels of investment. In 2025, we invested 35.2 million euros in key projects supporting our long-term sustainability strategy. Product and packaging innovations provide a wide range of choices for every occasion, and we are proud that the breadth of our 24/7 portfolio can respond to diverse needs, focusing not only on product quality but on the overall consumption experience. I believe that the synergy of our people’s expertise, more efficient processes, and technologies that simplify everyday work forms the basis of stable growth, an improved customer experience, and a stronger leadership position in the industry.

Which areas were the focus of the 2025 investment cycle and what are your business ambitions for 2026? 

Our investment focus is on strengthening infrastructure and production improvements that generate savings not only in terms of time and processes, but also in CO2 emissions. We are exploring the benefits of AI tools across supply chains, logistics and transport, sales, and administration. We have begun construction of a new automated warehouse that will increase storage capacity by 70 percent and significantly accelerate loading operations. Another major step we are taking already in the first quarter of 2026 toward achieving our sustainability goals is the introduction of electric trucks, the first of their kind in Serbia. We will introduce four electric trucks during the year, which we estimate will result in annual savings of more than 200 tons of CO2 emissions. We remain open to exploring and implementing the most advanced solutions that will support our path toward net zero emissions by 2040, alongside continued investments in technology.

You mentioned portfolio innovation. What is consumer interest like when it comes to new flavors?

Consumers today are equally attracted by new flavors and new consumption occasions. There is a growing demand for convenient formats intended for immediate, on the go consumption, which is clearly reflected in demand patterns. During 2025 alone, we introduced 14 new flavors in the non-alcoholic beverage category within our business unit, including Coca-Cola Lime, Schweppes Purple, and Monster Strawberry Sugar Free. At the same time, we introduced 43 new packaging formats throughout the year. The largest sales volumes still come from our core brands, primarily Coca-Cola Original. Still water Rosa continues to grow thanks to a combination of product quality, brand strength, and consumer loyalty. The functional beverage segments, including energy and sports drinks such as Monster, Ultra, and Powerade, are also growing. In recent years, demand for sugar free products has become increasingly pronounced, which is why we have introduced many such innovations in the functional beverage category, alongside Coca-Cola Zero, which continues to grow year after year. This year has also seen growth in the ready-to-drink cocktail segment in convenient packaging, where we introduced Bacardi & Coca-Cola. The diversity of our portfolio, which responds to different consumer needs, makes us the first choice for consumers in the market, while the broad scope of our offer further strengthens our position as a reliable partner to our customers.

Coca-Cola HBC is known for its strong focus on talent development. What does that support look like in practice?

Our employees are a vital part of our business, and without their satisfaction there can be no strong results. That is why we invest in their development on a long-term basis, and thanks to opportunities for learning, advancement, and personal growth, we have for years been recognized as one of the most desirable employers. Over the past year, nine colleagues continued their career paths within the Coca-Cola system, while nearly 40 employees were promoted to new positions within our business unit. Internal surveys that we regularly conduct show a high level of trust in our business strategy, and an exceptionally high number of employees would recommend us as a good place to work. In complex circumstances, we rely on one another, learn and grow together, and leave a positive footprint on the market. We have strong in store and on-premises execution, our employees participate in mentoring programs, volunteer initiatives, and share their expertise at professional conferences. I believe that the image of a good employer is built through opportunities for growth across the entire organization.

You concluded 2025 with a partnership with Belgrade Arena, promising a different experience for visitors to the largest indoor venue in the Balkans. What does this collaboration bring?

The value that the Coca-Cola system brings through this Gold Partnership with Belgrade Arena is primarily reflected in enhancing the offer and visitor experience. Brand visibility is very important to us, but at the same time we are part of the local community, which is why we aim to enrich the experience in a venue that has long been synonymous with top level EuroLeague and ABA League basketball games in this part of Europe, as well as concerts by the biggest regional and global stars. This partnership enables direct contact with consumers at moments when we share passion and strong emotions that are remembered. It marks the beginning of a long-term collaboration whose impact will undoubtedly be positively received by visitors.

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