Montenegro Is a Strategically Important Market Evolving in Line with Consumer Trends

Montenegro Is a Strategically Important Market Evolving in Line with Consumer Trends

In an interview with Bankar, Saša Marković, General Manager of Coca-Cola HBC Serbia & Montenegro, stated that Montenegro is a strategically important and dynamic market where shifting consumer habits are clearly visible, and where strong partnerships and close customer collaboration are essential for long-term growth. He noted that 2025 ended in line with expectations, supported by steady performance throughout the year and strong execution during peak demand periods, especially in the high season.

BEOGRAD 16.12.2024. Sasa Markovic, direktor CCHBC, koka kola. Mitar Mitrovic BEOGRAD 16.12.2024. Sasa Markovic, direktor CCHBC, koka kola. Mitar Mitrovic

Among the most notable trends, Marković highlighted growth in carbonated beverages alongside rising interest in sugar-free variants, as well as increasing demand for practical “on-the-go” packaging aligned with modern lifestyles. In parallel, the water category continues to perform strongly (Rosa and Rosa Homolje), energy drinks (Monster and Ultra) delivered very good results supported by innovation, and interest in sports drinks such as Powerade is growing, with significant potential ahead.

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