TRANSFORMING GLOBAL STRENGTH INTO MEASURABLE LOCAL VALUE

With the broadest 24/7 portfolio and continuous innovation, Coca-Cola HBC Montenegro has recorded yet another successful season on our market. Sales results over the past season, a clear vision of consumer needs and a dedicated team in the field are the common denominator that strengthens the company’s position as a leader in the beverage industry

Velimir Radojević, General Manager of Coca-Cola HBC Montenegro, for CORD summed up the results, spoke about the strength of the 24/7 portfolio, reflected on the local economic and social value that the Coca-Cola system contributes throughout the value chain, and discussed priorities for the coming period.

How would you describe the tourist season from the market perspective?

Summing up the impressions and results we achieved during the season, it can be said that it was very successful for us, particularly in the HoReCa segment.

Our focus, as always, was on ensuring the reliable availability of our 24/7 portfolio and on supporting our partners and customers throughout Montenegro. A combination of the most diverse portfolio in the beverage industry, quality service in the field, close cooperation with customers and a sound understanding of consumer needs has once again brought results we can be proud of.

In the first nine months of this year, we recorded growth compared to the same period last year, most notably in our carbonated drinks portfolio, led by Coca-Cola Original and Coca-Cola Zero, with strong performance of 330ml can packaging. Rosa water, both still and sparkling, has also achieved excellent results with steady growth across different sales channels. The results indicate that consumers increasingly choose quality “on-the-go” solutions, in line with modern lifestyles — and we are there to meet their needs with an offering that comprehensively responds to their expectations.

What underpins the strength of the Coca-Cola HBC portfolio in Montenegro?

If I were to single out one example that best illustrates our strength — global expertise combined with local value — it would certainly be Rosa. Exactly two decades ago, the Rosa “Vlasinka” bottling plant became part of the Coca-Cola system, and year after year it has reaffirmed its success in both regional and Montenegrin markets, proving our premise that this is a product far beyond bottled water. Recognised for its quality and consistent growth in both still (Vlasinska Rosa) and sparkling (Rosa Homolje) formats, it has become the first choice of our consumers, as confirmed by the sales results, especially during the summer months.

We continue to build stable, sustainable growth based on a relevant offer, strong brands, and partnerships that deliver measurable results

Naturally, the strength of our entire portfolio lies in its breadth throughout the day — the 24/7 approach — from refreshing carbonated beverages (Coca-Cola, Coca-Cola Zero, Fanta, Schweppes, Sprite) to Next juices and Fuze Tea iced teas. We also offer energy drinks such as Monster and Ultra, as well as the alcoholic beverages we distribute, alongside brands we own, like Finlandia vodka. Interest in sugar-free products continues to grow, while we are also strengthening our position in the sports drinks segment, with Powerade leading the way.

We are also paying particular attention to the coffee category, deeply rooted in our everyday life. We concluded the summer season on a positive note with our partners from the Vergnano team, supporting the opening of the first Caffè Vergnano 1882 coffee shop in Porto Montenegro. In this way, we offer consumers a blend of traditional coffee enjoyment with modern trends and the quality our brands bring.

Read more